Shell Turns Online Interactions into Offline Sales With Standout Listings

Overview

As one of the world’s largest oil and gas companies, Shell Retail is in over 70 markets with 44,000+ locations and services 30+ million customers on a daily basis. Shell turned to Navads, an Uberall company, to ensure that each Shell location is optimised show services and amenities, such as specialised fuel type or a car wash. This means that when its customers search for “Shell with car was near me” in Google, they are connected to the closest location.

By optimising all their locations for branded and unbranded local searches, Shell is delivering a standout hybrid customer experience by making it easy for customers to find them at all points along today’s new customer journey.

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The Challenge

One of Shell’s ambitions is to treat every customer like a guest — both in the online and offline world — to improve customer loyalty and the volume of their customer base. Site data management is important to make this a reality – the station locator on the local Shell website gets over 500,000 visits a month. But searchers don’t always go to the corporate site to find their nearest fuel station, they will often make use of search engines like Google instead.

As Shell received more and more complaints that the information online was inaccurate, it was clear that the time had come to also take ownership of the site data outside of Shell applications.  

The Solution

Looking to improve the accuracy of their listings on platforms like Google and HERE, Shell set out with a test pilot of 1,000 locations in the UK with Navads, an Uberall Company. After some careful analysis of key publishing channels, the team discovered that 15% of business listing profiles were missing on Google My Business and 27% were missing on HERE.

The team at Navads, an Uberall Company, worked closely with Shell’s Global Product Manager, David Putters. During the pilot, they found these channels generate 125,000+ clicks on Google driving directions alone. After the successful pilot, Shell rolled out the solution on a global level, ensuring optimised data profiles for each location.  

The Results

By pulling together the most accurate data, Navads, an Uberall company, ensures that Shell optimises each location to show services and amenities, such as specialised fuel type or a car wash. Shell Corporate works with the local markets to assure that all 44,000+ sites globally are current, updated and accurate. This helps to build trust and take strides towards their 2025 customer acquisition goal to cater to over 40 million customers per day.