Is Your EV Charging Solution Maximizing Retail Potential?

 The EV charging industry is in desperate need of reliable solutions, but reliability alone isn’t enough. Retailers who see EV chargers as just utilities are missing a significant opportunity to drive revenue by extending their retail capabilities beyond the storefront and into their parking lots. Electric Era recognizes this potential and provides solutions that empower retailers to transform their EV chargers into powerful extensions of their business.

The Gap Between EV Demand and Charging Availability

There is currently a massive gap between the number of EVs on the road and the availability of fast, affordable, and reliable Level 3 (L3) chargers. Only 1% of retail locations currently offer EV charging, but this needs to increase to 90% by 2030 to meet growing consumer demand. Traditional EV chargers are seen as costly investments with limited returns. However, when viewed as extensions of the retail environment, these chargers can serve as transactional advertising platforms, directly translating to revenue and offering a high return on investment. The reliability of an L3 charger significantly impacts customer lifetime value, and this is amplified when retail extension capabilities are added.

Current EV Charging Challenges

Today’s EV charging solutions are fraught with problems that hinder both driver and retailer experiences, including:

• Poor Integration with Retail Operations: Most chargers operate independently of the retail environment, failing to enhance the overall shopping experience.
• Limited Data and Insights: Many EV solutions do not provide transparent data for actionable insights to retailers, and some fail to disclose even basic operational metrics.
• Cost Inefficiencies: Chargers often lack optimization strategies for peak energy rates and fail to maximize profits over their lifespan.
• Lengthy Installation Times: Installations can take 1-2+ years due to complex utility requirements and grid constraints.

More than 55% of charging sessions currently fail due to connectivity issues, and 80% of drivers experience payment problems—an unacceptable scenario that not only frustrates drivers but also costs retailers millions in lost revenue opportunities over the charger’s lifespan.

Watch my site walkthrough explaining retail extension below:

Why the Current Approach Falls Short

Traditional charging solutions focus on deploying infrastructure and then moving on to the next deal, neglecting the long-term outcomes and failing to create a seamless, data-driven experience. This fragmented approach requires multiple vendors, resulting in disjointed systems with no single point of accountability.

Electric Era: A Game-Changer in EV Charging

Electric Era reimagines EV charging as an integrated retail extension, not just a utility. Acting as a single long-term partner, Electric Era focuses on delivering business outcomes through reliable, fast-deploying chargers that offer unmatched uptime and operational efficiency.

• Rapid Deployment: Chargers are installed in as little as 6-8 months, with some deployments, like at Costco, completed in under 45 days, maximizing time to value and ROI.
• Industry-Leading Uptime and Reliability: Electric Era guarantees 98% uptime with 92%+ session reliability, backed by financial guarantees.
• Driver Obsessed Design: The chargers are designed with a driver-first approach, ensuring seamless, reliable interactions every time.
• Retail Extension Through “Retail Boost”: This feature enables retailers to transform charging stations into branded, interactive touch-points with 32” displays that can promote personalized ads, integrate loyalty programs, and potentially even facilitate point-of-sale transactions.
• Data-Driven Insights: Electric Era’s proprietary analytics allow retailers to convert charging sessions into new membership enrollments and in-store sales, which can account for over 75% of the returns on EV charger investments.

Maximizing Driver Lifetime Value (LTV)

Driver LTV encompasses all revenue generated from charging, in-store purchases, and membership fees over a ten-year period. This value can be significantly increased by reliable charging experiences and retail extensions that capture net-new customers and retain existing ones. Electric Era’s approach delivers higher LTV by ensuring fewer failed sessions and integrating retail-enhancing features that drive more spending.

For example, one of Electric Era’s global retail clients is forecasted to achieved a total station driver LTV of $13.7M over ten years, which is approximately $4M more than possible with other EV charging solutions. With planned future improvements, this figure could rise even further. And, with Electric Era’s “Retail Boost” feature added, the per-driver LTV jumps to $51,156, with a total station driver LTV of $20.7M—over $10M more value compared to other industry solutions.

Conclusion

EV charging should be viewed as an extension of retail operations, not just a service. This approach maximizes ROI, strengthens brand value, and significantly enhances the lifetime value of each customer. Electric Era stands out in the market by not only providing reliable and fast charging solutions but also by acting as a strategic business partner dedicated to driving measurable retail success.

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