EV Charging Stations in Retail Parks: How They Boost Revenue and Customer Loyalty

The electric vehicle revolution isn't just changing the auto industry – it's also creating new opportunities for retail property owners. Shopping centers, supermarket chains, and retail park landlords across Central and Eastern Europe are starting to realize that hosting EV charging stations can be a major value-add for their business.

Why should retail parking owners install EV charging stations?

If you manage or own a retail parking area – be it a mall, big-box store, grocery chain, or retail park – adding electric vehicle chargers is quickly moving from a luxury amenity to a strategic necessity. Here's why investing in EV charging makes sense:

Rising EV adoption = new customer demand: Every year, more EVs hit the roads in CEE. This means an increasing portion of your customers drive electric, especially in larger cities. Many of these EV drivers actively seek out places to shop or eat where they can charge their car. If your location doesn't offer charging but a competitor's does, you might lose those high-value customers.

Competitive advantage and future-proofing: Offering EV charging sets your retail location apart today and prepares you for tomorrow. As EVs become mainstream, customers will come to expect charging availability much like they expect Wi-Fi. Early adopters of charging infrastructure can build loyalty with local EV owners before everyone else catches up.

Enhanced property value and reputation: An EV-friendly site can boost the overall image and value of the property. It signals that your shopping center is modern, tech-savvy, and sustainable. In an era where consumers and investors pay attention to green credentials, having EV chargers can contribute positively to your brand reputation.

How do EV chargers increase customer dwell time and spending?

One of the most immediate benefits retail owners see after installing EV chargers is a change in customer behavior: shoppers tend to stay longer. When EV drivers plug in their car, they have time on their hands while waiting for a charge – and they often spend that time (and money) at your establishment.

Longer visits: Charging an EV isn't as quick as a fuel top-up; even fast charging often takes 20–30 minutes for a meaningful charge. With slower AC chargers, customers might spend an hour or more. This extended dwell time can significantly exceed typical shopping durations. Analysis by Atlas Public Policy found that at retail locations with charging, the average charging session was over 2 hours – much longer than the 30-40 minute average shopping time at stores without chargers.

Increased spending per visit: Naturally, if customers linger longer on-site, they are likely to spend more. A driver waiting for 30+ minutes is more inclined to explore the shopping center, potentially discovering additional items to buy. In effect, charging time becomes shopping time.

Attracting affluent, loyal customers: EV drivers as a demographic often have higher disposable incomes and a tech-forward mindset. They're early adopters, often willing to spend on quality services. By catering to them, you're drawing in a segment that is both willing to spend and appreciative of the convenience you're providing.

What revenue opportunities do EV charging stations offer?

Beyond indirectly boosting retail sales, EV chargers can provide direct revenue streams or cost offsets for parking owners. Here are several ways that hosting charging stations can positively impact the bottom line:

Charging fees: The most straightforward model – drivers pay for the electricity they consume, and a portion of that revenue can go to the site owner. Depending on local regulations and business models, you might set a price per kWh or per charging session.

Increased tenant revenue (and rent): If you're a landlord of a mall or plaza, the boost in customer traffic and dwell time from EV chargers can increase sales for your tenant stores. Happier tenants (with higher sales) means better tenant retention and potentially higher lease values over time.

Advertising and partnerships: Modern EV charging stations often come with digital screens or branding opportunities. Advertising revenue is a burgeoning model – chargers can display ads to a captive audience of drivers while they charge.

Rental income from charging operators: Perhaps the simplest revenue path is through leasing. If you partner with a third-party charging operator (like Volta) under a lease agreement, they will pay you rent for the parking spots used by their chargers. This turns a few parking spaces into a monthly rental stream, similar to how you'd lease space to a food kiosk or ATM.

How can partnering with Volta simplify EV charger installation and operation?

While the benefits of EV chargers are clear, the practical aspects – installation, maintenance, capital cost – can seem daunting. This is where Volta's partnership model shines, particularly for retail parking owners who want the upside of EV charging without the headaches.

No CapEx or OpEx for the site owner: Volta typically operates on a third-party ownership model. This means Volta will purchase, install, and maintain the charging stations on your property. As the site owner, you don't need to invest your own capital into buying expensive charger hardware or upgrading electrical infrastructure – Volta handles that.

Rental income and lease terms: In exchange for using your parking spaces, Volta will sign a lease or agreement to pay you rent. Essentially, Volta becomes a tenant on your property – a tenant that occupies a few parking stalls and perhaps some electrical room space. You get regular rent payments as per the contract.

Expertise and smooth execution: Volta brings expertise in deploying fast chargers in retail environments. They will conduct site assessments, obtain permits, and install the equipment with minimal disruption to your operations. By partnering with specialists, you avoid the trial-and-error you might face if you tried to set up chargers yourself.

What benefits do EV chargers bring to retail locations in terms of customer behavior and brand image?

Beyond financial benefits, it's important to recognize the broader positive impacts of offering EV charging at your retail location:

• Drawing new visitors: EV chargers put your location "on the map" in literal terms. EV drivers often rely on navigation apps to find charging, potentially drawing in drivers who had no prior intent to visit.
• Building customer loyalty: By providing charging, you're solving a problem for EV owners and they appreciate it. Many EV drivers develop a habit of returning to places where they had a good charging experience.
• Sustainability and brand halo: Showcasing EV charging emphasizes your commitment to sustainability and modernity. It tells customers that your business is eco-conscious and future-oriented.
• Extended customer engagement: Longer dwell times provide more touchpoints with customers and opportunities for deeper engagement through in-mall entertainment or sampling events.

Retail parking owners in CZ, SK, PL and across CEE stand at the cusp of a great opportunity. By partnering with Volta, you can achieve increased revenue and customer loyalty without significant costs or management burdens. Volta's model of handling the capital and operational aspects means you simply provide the space and enjoy the benefits – including rent from Volta and happier, more numerous customers on your property.