Shell Tackles Listings Data Accuracy to Achieve Ambitious Growth Goals

The Challenge

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. One of their 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 Shell website 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 on these search engines were inaccurate, it was clear that the time had come to also take ownership of the site data outside of Shell applications.

The Solution

Looking for a location marketing solution provider 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. Additionally, working closely with Shell’s Global Product Manager, David Putters, they saw that these channels generate 125,000+ clicks on Google driving directions alone. Due to the intent and demand-based searches, this made it clear for him that location management for Shell Retail was of very high importance. 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.(YoY 04.'16 - 03.'17 vs. 04.'17 - 03.'18)

What our customer says

“Our goal is to serve 40+ million customers per day and expand to 55,000+ sites in a whopping 90+ markets. Navads, an Uberall Company, is helping us with our ambition to reach this goal by 2025. So far we are seeing great results and it gives us a solid foundation that Shell can build on in the near future.”
David Putters, Global Product Manager Web SHELL

Posted by Uberall