Are Convenience Stores the Big Winners in the EV Charging Space?

As electric vehicles (EVs) become an increasingly common sight on the road, the potential for charging infrastructure to drive retail sales is being overlooked by many businesses. EV drivers are not just stopping to charge their cars—they are also looking to make purchases.

Studies from the National Renewable Energy Laboratory (NREL) show that 90% of EV drivers intend to make a purchase when they stop to charge. This presents an incredible opportunity for retailers, but many are still sleeping at the wheel when it comes to capturing this potential. Convenience stores on busy roads with loyal customer bases are the most likely to succeed because their products are inexpensive, easy to purchase and close at hand. Malls may have success from installed chargers but their stores are far more distant and have higher priced goods for purchase.

The Case for Fast Chargers

Imagine you are the owner of a WAWA, Royal Farms, Sheetz etc. and decide to install a fast charger in your parking lot. With just 10 charge sessions per day, you could attract at least 9 additional customers to make purchases. If each customer buys two cups of coffee and a cookie, totaling around $10-11 per purchase, that adds up to about $100 in extra sales per day—and this is just from the fast charger, not counting the potential margins from the charging sessions themselves or loyalty program incentives.

Now, let’s apply that math to a large-scale rollout. If each location achieves the same level of utilization from the charger, that would translate into an impressive amount of additional revenue in retail sales—per year. And this doesn’t even account for the potential additional revenue from charge margins or loyalty programs that encourage repeat visits.

The Missed Opportunity: Idle Chargers

Despite this huge potential, many charging stations remain idle for up to 20 hours a day. This represents a significant missed opportunity for businesses to capture that valuable dwell time—the time drivers spend waiting while their vehicles charge. The concept of dwell time is central to the business case for EV chargers. With the right infrastructure and incentives, retailers can turn charging sessions into a reliable source of foot traffic and sales.

Many EV drivers plan their charging stops in advance, sometimes even before they get in the car. Retailers can tap into this behavior by positioning their charging stations at prime locations and ensuring that drivers are routed to their stores. This is where route planning technology comes into play. Charging point operators (CPOs) who provide route planning services see higher utilization of their charging stations. Drivers who use these apps tend to charge twice as often on their network compared to those who don’t, highlighting the importance of cost and convenience in the decision-making process.

The Role of Retailers: Increasing EV Charging Utilization

Retailers who own or partner with charging stations have more to gain than just increased foot traffic. By strategically integrating charging stations into their customer experience, businesses can ensure higher charging utilization while also driving valuable sales. For instance, grocery chains are starting to integrate charging into their loyalty programs, offering incentives for EV drivers who stop by to recharge while shopping. Similarly, coffee shops are positioning themselves as go-to charging stations, making it easier for drivers to charge up while grabbing their favorite drink.

The most forward-thinking fast food brands are also starting to see the benefits of attaching prime charging locations to their stores, creating a convenient, one-stop experience for EV drivers. These are just a few examples of how retailers can turn EV charging infrastructure into a core component of their business model, increasing both foot traffic and overall customer satisfaction.

The Future of Retail and EV Charging

As the adoption of electric vehicles continues to rise, the next five years will likely see an even greater integration of charging infrastructure into the retail experience. Smart retailers are already spending millions to increase foot traffic and optimize dwell time, and the best ones will integrate charging solutions into their broader customer engagement strategies. This could mean offering loyalty points for charging or rewarding EV drivers with double points for charging at specific locations.

Imagine a world where charging stations become charge cards, allowing customers to earn rewards as they charge. An EV driver could earn a free coffee or special discounts by simply charging their vehicle at a participating location. This type of integrated, customer-focused experience could become a major trend in the coming years.

The Business Opportunity for CPOs

For CPOs and retailers, embracing this opportunity means focusing on more than just the convenience of having a charging station—it’s about creating a reliable, seamless experience that encourages repeat visits and boosts sales. By leveraging charging infrastructure as a tool to drive foot traffic, businesses can make EV charging a core part of their growth strategy. The right combination of location, pricing, and rewards can transform an EV charging station into a consistent, high-value asset for retailers.

As the world moves toward an electric future, retailers and CPOs who integrate charging solutions into their business model now will be ahead of the curve. The potential to capture high-value dwell time and build strong customer loyalty is just beginning to unfold, and those who act now stand to benefit the most.

At Charged Up!, we are committed to keeping businesses and individuals informed about the evolving EV landscape. For more updates and insights, subscribe to our newsletter at chargeduppro.com/subscribe.