Alicia Cruzado Lopez

Keynote presentation: How Digitalisation is Transforming Customer Experience

Digitalisation is reshaping customer expectations across every stage of the retail journey. Customers increasingly demand convenience, simplicity and personalised experiences, creating new opportunities for retailers to strengthen loyalty and engagement.

This session explores how Repsol is leveraging digitalisation to transform the customer experience through Waylet and Klin, its car wash network. From digital customer journeys and subscription models to data-driven insights and personalised interactions, the presentation will showcase how technology can remove friction, increase convenience and create stronger relationships with customers.

Attendees will gain practical insights into how digital tools can turn a traditional service into a differentiated experience, driving customer satisfaction, repeat visits and long-term loyalty.

About Alicia

With more than 26 years of experience at Repsol, Alicia has developed her entire professional career within the company, evolving across diverse roles that reflect her deep understanding of the business and her strong commitment to transforming the mobility and service-station sector.

She began her journey in Human Resources, where she quickly discovered the appeal and dynamism of the commercial business. Driven by that passion, she transitioned into operations, spending more than a decade managing Repsol’s direct network of over 900 service stations across Spain. This period was foundational in shaping her strategic vision, her operational mindset, and her leadership of multidisciplinary teams.

Alicia has played an active role in some of Repsol’s most transformative initiatives. She participated from the very beginning in building the SuperCor Stop & Go franchise model, today one of the company’s most successful proximity retail concepts, as well as in the creation and expansion of Repsol Klin, now the largest, fully digital carwash network in Spain. She has also contributed to major corporate transformation programs such focused on redefining the service-station model to ensure customers visit for reasons beyond refueling — and stay a little longer.

Deeply convinced that people, enthusiasm, and shared purpose are the true engines of transformation, Alicia believes that no project is impossible when teams are aligned, motivated, and committed to a common goal. She defends that success is born from the energy people bring to each challenge: with coordinated talent, genuine excitement, and sustained effort, even the most ambitious visions can become reality.

In her current responsibilities, Alicia is deeply involved in the evolution of Repsol’s retail ecosystem, helping elevate the value proposition through new services, improved customer experience, and greater digital integration. One of her emerging challenges, and a strategic priority for the business, is maximizing the use of data and advanced analytics to drive profitability, anticipate customer needs, and further modernize service-station performance.

A believer in innovation, teamwork, and customer focus, Alicia embodies the ambition to transform service stations into modern, multi-solution mobility and convenience hubs — always with Repsol’s hallmark of operational excellence and customer centricity.

Originally from Spain, Alicia currently lives in Madrid with her family, balancing her professional dedication with a strong personal commitment to those who inspire and support her every day.