Though current U.S. policies may disincentivize electric vehicles (EV) and public charging infrastructure expansion, the EV revolution is here to stay. Driven by cheaper, cost-competitive models, EV sales will continue to increase in the U.S. Though the pace of U.S. EV adoption will likely grow at a slower rate compared to the rest of the world, EVs are still expected to make up 50 percent of all U.S. vehicle sales by 2030. EV charging infrastructure will expand in lock-step, but the quality and innovation of charging networks remain an open question.
Fuel retailers and convenience store operators stand to capitalize on the growing EV sales with EV charging services. How can US convenience and fuel businesses be successful with EV charging?
- Integrate the Charging Experience with In-Store Experiences
- Diversify Offerings and Attract New Customers
- Lead the Evolution of EV Charging Hubs
- Look to the Achievements of those Abroad
- Find the ideal hardware and software mix for profitable EV charging
Integrate the EV Charging Experience with In-Store Experiences
Convenience and fuel retailers have a unique and lucrative opportunity to capitalize on their existing platforms and market presence to make serious inroads toward an all-electric future. Quick-service convenience stores and gas stations have an immediate competitive advantage owing to their prime locations along busy travel corridors, existing clientele, and rewards/loyalty programs already in use. With this in mind, these businesses can capitalize on bringing EV charging into their diverse portfolios.
A well-stocked convenience store helps operators boost their margins through retail sales while customers charge their vehicles. For example, ON the RUN Charging, one of Canada’s largest EV fast-charging networks, uses Driivz’s advanced EV charging and energy management software to maintain a healthy network of EV chargers for its customers. Moreover, the company enhances the customer experience by integrating charging services with its retail offerings through the JOURNIE Rewards mobile app. By integrating EV charging into a rewards program, ON the RUN builds customer loyalty and a positive customer experience for those who visit its stores. Furthermore, rewarding frequent users with loyalty points, badges, or exclusive discounts based on their charging and driving activity encourages repeat visits.
Diversify the Business & Attract New Customers
EV charging services present the opportunity to diversify offerings at physical convenience stores and fuel locations, and as a result it can attract new customers who are now electric vehicle owners. To capitalize on these new drivers entering the business, an EV charging app can further support business growth by letting EV drivers take control of their EV charging experience. This is accomplished with real-time information about chargers’ location and availability, route planning, charger reservations, and transparent billing and transaction information. By utilizing an intuitive self-service, white-labeled mobile app, fuel retailers can differentiate their value proposition with a mobile app tailored to fit their company’s unique brand and create a direct line of communication with customers.
Real-time charger status and transparent rates and fees help ensure that first-time users become long-time customers. Seamless navigation and plug & charge operability are essential to securing new customers and encouraging them to return. Apps can drastically simplify transactions by enabling one-click or automatic payments, making charging more convenient and reducing friction. Personalized insights connect customers to the impact of their EV use. Charging apps can provide a detailed history of users’ charging sessions, including energy consumption, cost, and environmental impact.
Charge point operators can also access a wealth of information from the apps as well as user data, gaining invaluable insight into customer habits, trends, and expectations.
By incorporating these features, an EV charging network app promotes trust, convenience, and satisfaction, which are key to fostering customer loyalty. Intuitive apps keep users engaged and encourage them to choose the same network again and again.
Fuel Retailers’ Opportunity to Lead the Evolution of EV Charging Hubs
Fuel and convenience retailers are uniquely positioned to transition their business into EV charging hubs by offering more than just charging services. By integrating the following services, retailers can create EV charging station hubs that cater to a diverse range of customer needs and preferences:
- High-Speed Charging: Providing ultra-fast DC charging infrastructure significantly improves the EV charging experience, allowing customers to get back on the road quickly. This is particularly beneficial for travelers and those on long trips, who rely on fast, efficient charging to minimize downtime and maximize time on the road.
- Retail Options: Offering food, beverages, and other in-demand retail options at EV charging hubs diversifies the user experience and encourages extended visits, boosting revenue from in-store sales while customers wait for their vehicles to charge.
- Site Amenities: Amenities such as car washes, free Wi-Fi, and meeting pods are attractive options for the diverse needs of tech-forward, efficiency-conscious customers. These amenities not only improve convenience and increase revenue but also transform charging stations into multifunctional spaces where drivers can relax, work, shop, and play while their vehicles are charging.
- Safety and Security: Ensuring that EV charging hubs are well-lit and monitored is crucial for providing a safe and secure environment. Charging hubs should feature highly visible security features like cameras and adequate lighting, especially in high-traffic and remote locations.
Providing a comprehensive EV charging experience positions fuel retailers as leaders in the rapidly evolving EV ecosystem, meeting the needs of a growing customer base while driving additional revenue streams.
Success Abroad Can Guide US Businesses
St1 Nordic Oy is expanding EV charging infrastructure across its European convenience stores and fuel stations. St1 and its Shell-branded stations are strategically located along popular travel corridors and include a variety of services, such as shops, restaurants, and car washes. The company initially launched its EV charging network in Norway and is now expanding rapidly into Sweden and Finland. Its expansion is meeting the continued adoption of EVs in Europe. In 2023 alone, 2.4 million new electric vehicles were registered.
To support this growth and ensure a seamless experience for customers, St1 needed an efficient operations management platform enabling convenient charging and payment solutions, and they selected Driivz for its proven reliability and scalability. The Driivz platform helps St1 with advanced operations management, including real-time dashboards, asset management, automated issue detection, and self-healing algorithms that resolve up to 80% of operational problems to avoid impact on drivers.
Driivz software future-proofs St1’s EV charging business by providing a flexible platform that’s compliant with industry standards and supports more than 1600 charger types. Driivz’s eRoaming capabilities also contribute to more accessible EV charging, driving customer satisfaction and loyalty.
Europe’s success with integrating EV charging at traditional refueling centers and convenience stores proves what’s possible when private partnerships combine their core competencies for mutually beneficial outcomes. By following the European trend, American fuel retailers can capitalize on existing transportation infrastructure and leverage partnerships with key industry players to rapidly scale efficient, profitable charging networks across the country.
Establish a Strong EV Foundation with the Right Hardware and Software: A Recipe for Success
Hardware is an essential element in building a profitable charging network. While infrastructure upgrades can be costly and time-consuming, software ensures that businesses entering the EV charging market make the most of their hardware and energy resources, whether that be a single charge point or a travel center with dozens of chargers. These powerful tools optimize the daily management of operational tasks relating to chargers, drivers, billing, energy management, and more. By using real-time dynamic load balancing and peak-shaving, Driivz Energy Management software can boost a site’s charging capacity up to sixfold without upgrading electrical infrastructure, ensuring a site never exceeds grid capacity or pays overage charges while also deferring costly equipment upgrades.
It’s important for fuel and convenience retailers to seek out EV charging and energy management software that seamlessly integrates with both legacy hardware and new chargers hitting the market, in order to maintain seamless operations across any type of hardware. As one of the only platforms certified for OCPP 1.6 and OCPP 2.0.1, Driivz supports over 1600 charger models and all major industry standards and protocols. We’re proud to have performed one of the largest network migrations in the industry, and managing more than 110,000 charge points across the world with hardware-agnostic solutions.
Conclusion
American convenience and fuel retailers have a significant opportunity to lead the charge in the growing EV infrastructure market. By leveraging their prime locations, established customer bases, and innovative technologies like intuitive mobile apps and energy management software, legacy fuel and retail centers can offer a new level of EV charging experience. As demonstrated by successful models in Europe and Canada, integrating EV charging with existing fuel station networks can drive customer loyalty and expand revenue. By focusing on hardware-agnostic software solutions, U.S. retailers can effectively scale their EV charging networks and meet the rising demand for reliable EV charging.
