The Future Is Electric

What retailers need to know about EV charging stations

By Rick Baker

Electric vehicle (EV) charging stations add a new and valuable amenity to brick-and-mortar locations, acting like a magnet to attract loyal, repeat customers. Once inside, EV drivers stay longer — and shop — so that their cars can charge. It’s a win-win.

Today, perception and reputation are currency in the retail industry — how customers think about a retailer is consequential. And as customers become more environmentally conscious, a focus on sustainability goes a long way.

Providing EV charging on-site also contributes to a business’s sustainability strategy. Supporting the transition to electric transportation demonstrates a retailer’s care for the environment. It’s not just a sustainability conversation or a business decision. It’s both.

When considering adding EV infrastructure as a future-proof amenity to your physical locations, here are four key things to consider.

1Charging Speeds

EV charging isn’t overly complex but there are decisions to make. The first decision involves what charger type will be used. There are two main options: Level 2 (or “L2”) and DC fast chargers (or “L3”). Using an L2 charger an EV charges in three to eight hours, while fast chargers can get an EV to 80% fuel after 15 to 45 minutes.

While many equate faster with better, not every business is best suited for fast chargers. A movie theater or restaurant — locations with longer dwell times — would be well-positioned for an L2 charger. On the other hand, a pharmacy where customers are hoping to get in and out quickly would be better served by a fast charger.

Charger speed can also be used strategically to shape the desired customer behavior. A restaurant trying to encourage its customers to stay for an extra course, drink, or dessert (or all three) would benefit from an L2 charger.

2Power Source

Next, it’s time to decide where the power for the station will come from. L2 charging stations require less power and the electricity needed can be pulled from the business and existing power capabilities.

Fast chargers are different because they need a lot of power to charge an EV rapidly. In this case, utilities must be engaged because a direct source of energy is needed. The EV charging provider must have a clear line of communication and a good relationship with the utility to ensure an easy integration process, taking the responsibility off the retailer’s shoulders.

3Ongoing Maintenance

It’s easy to forget about what happens after that red ribbon is cut and shiny new charging stations are turned on — but here’s a reminder not to. EV charging providers differ in maintenance policies. Some only sell their equipment and place the responsibility of installation and upkeep on the buyer. Others offer end-to-end maintenance. Representatives from these charging companies might even check in on their station and its functionality.

Depending on a business’s resources and capabilities, this factor may be of great or little importance. But when it comes to EV charging, reliability is crucial. Drivers count on charging stations, and they will remember the one that didn’t work in their moment of need. They will also fall into the habit of visiting the stations that always work. If businesses want to own these stations, a strong maintenance plan of action is imperative.

4Location of Charger

It’s vital to consider where on the property the charging stations will provide the most user-friendly experience. By placing EV chargers in front of the business, the customer is provided with a premium parking spot and a valuable amenity.

Non-EV driving customers should ideally have a clear view of the EV charging stations, giving them increased confidence that charging is available where and when they want it should they decide to switch to electric.

One last point on the location: The size of the charging station will also affect where the station goes. There is a perfect balance of optics, space, and charger demand for everyone, but it may take patience to find it. Ultimately, front and center charging stations convey convenience and increased confidence, all while strengthening the perception of the businesses’ sustainable practices.

EV Charging Will Be Expected

EV adoption is growing exponentially. Soon, everyday charging stations will be an expectation by customers.

EV chargers offer a unique business opportunity. When planned carefully, they can communicate your sustainability commitment, attract loyal customers and even promote products available in the store through the use of media screens. The fact is that EV infrastructure can be more than just “infrastructure.”

As is the case in nearly all technology advancements, the variances will be wide and numerous, which means decisions on what, where, and how to build, maintain and monetize will be key to keeping pace. What makes a business stand out today will be the norm tomorrow. So, get ahead of the curve now before the road gets crowded.

Rick Baker is executive VP of charging solutions at EV charging network Volta.

Glossier’s return to physical retail continues with the opening of a 7,000-sq.-ft. flagship in New York City’s SoHo neighborhood. It’s the beauty brand’s ninth location since it re-entered the physical space in 2021 after closing its two stores amid the pandemic. The SoHo outpost has a sleek look, with details that reflect the city locale, including a floor-to-ceiling subway tile mosaic, wooden subwaystyle benches and barrel-vaulted ceilings. Plush sofas add a softer, more residential touch to the space. As at other Glossier stores, customers are encouraged to test products. Other store features include a 500-sq.-ft. lounge and a “selfie room,” with a constant live feed that broadcasts the selfie moments in-store. Coming up next are locations in Chicago and Boston. … The ADdress, a store for consumers who want to dress stylishly but not reveal too much skin, has opened at American Dream, the mega retail and entertainment center in East Rutherford, N.J. Billed as the “world’s first modest clothing department store, The ADdress opened with a lineup of some 35 women’s fashion brands, with more categories, including bridalwear, to come. … LoveShackFancy, the U.S. women’s clothing brand known for its feminine, vintage-inspired designs, opened its first international location, in London’s Notting Hill. The brand has 16 U.S. stores, seven of which opened last year. LoveShackFancy stores are outfitted with vintage furniture pieces and antiques, with the brand’s iconic pink-hued floral patterns serving as a main motif. … BabyList, an online baby registry that served over nine million new parents and gift-givers in 2022, will open its first permanent store this summer, an 18,000-sq.-ft. flagship in Beverly Hills, Calif. The store will offer an experiential and interactive experience that gives parents-to-be the opportunity to test products, including baby carriers and strollers in a “celebratory” environment.