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Bringing EV Charging to Retail: How It Changes Store Appeal and Space Management
In the competitive landscape of modern retail, parking areas play a strategic role in welcoming customers and enhancing the value of the services offered by the facility. Powy ’s Retail division evaluates and designs integrated solutions for the retail sector and large-scale retail chains, with the goal of enhancing parking facilities through the integration of charging infrastructure. Destination Charging allows customers to charge their vehicles while shopping or spending time in shopping centers, integrating electric mobility into the visitor experience.
1. The Principle of Destination Charging in Modern Commerce
Unlike refueling traditional vehicles, which generally requires a dedicated stop, charging electric vehicles can be integrated into daily routines, allowing you to make use of time already set aside for other activities.
- For drivers: the ability to charge their vehicle while shopping or running errands, without necessarily having to plan a separate stop at a charging station.
- For retailers: an opportunity to expand the services offered to customers, differentiate their commercial offering, and attract visitors interested in electric mobility and the facility’s services.
2. Dwell Time and Sales Performance: Insights from the Retail Sector
Studies conducted in the United States highlight the potential positive impacts of installing charging infrastructure on foot traffic and spending at nearby businesses. The extent of these effects varies depending on the location of the stations, the types of businesses, and the local context.
- Foot traffic and store visits: A study published in 2024 in *Manufacturing & Service Operations Management* estimated an average 4% increase in monthly visits to nearby businesses following the installation of a Tesla Supercharger station in the United States. The effect was most pronounced for certain types of businesses, such as fast-food restaurants, and for establishments located within 150 meters of the station. Source: Babar and Burtch, 2024.
- Spending at Retail Businesses: A study published in 2024 in *Nature Communications*, based on over 4,000 charging stations and 140,000 retail businesses in California, found an estimated increase in annual spending at nearby individual businesses of1.4% in 2019 and 0.8% during the period January 2021–June 2023. For businesses located within 100 meters of a charging station, the estimates reached 2.7% and 3.2%, respectively . Source: Zheng et al., 2024.
These results suggest that charging stations may offer an opportunity to attract visitors and generate economic benefits for surrounding businesses. The effects on length of stay and average receipt value must be evaluated based on the characteristics of the site and customer behavior.
3. Align power with the average residence time
The choice of technological infrastructure must take into account visitor habits, the facility’s purpose, and the available electrical capacity. The design may include various solutions depending on the expected length of stay and service requirements.
| Type of Commercial Facility | Approximate dwell time | Technology category to be evaluated | Service Rationale |
|---|---|---|---|
| Fast food / cafes / convenience stores | 15–30 minutes | DC, roughly 50 kW and up | Promote energy recovery during a short break |
| Supermarket / Superstore (Large-Scale Retail) | 45–90 minutes | AC 11–22 kW or DC, depending on your needs | Coordinate charging with your grocery shopping schedule |
| Retail parks / shopping malls / outlet malls | 2–4 hours | A combination of AC 11–22 kW and DC, sized for the site | Meeting Different Charging Needs While Shopping |
| Fitness centers / movie theaters / entertainment | 2–3 hours | AC 11–22 kW or other solutions consistent with the usage profile | Take Advantage of Your Scheduled Stay to Charge Your Device |
Dwell times are purely indicative and may vary depending on the type of facility, visitor habits, and the commercial offerings. The choice of power output must also take into account vehicle characteristics, usage patterns, and available electrical capacity.
General Overview of Power Categories
- AC: typically 7.4 to 22 kW, suitable for medium- to long-term stops, depending on the vehicle's charging capacity.
- DC: This includes a range of power levels, from solutions under 50 kW up to high-power systems, to be evaluated based on dwell time and service requirements.
- High-Power Charging (HPC) for the DC : generally 150 kW and above, particularly recommended in situations where reducing charging time is important.
The optimal configuration depends on the project: there is no automatic correspondence between a commercial category and a specific power rating. Analyzing power flows, customer needs, and the local electrical grid makes it possible to identify the most suitable combination.
4. Field Experience and Collaborations in Retail and Real Estate
Powy It supports professionals in the commercial and real estate sectors in developing infrastructure tailored to the characteristics and needs of each hub.
- In the context of major tourist attractions and destination shopping, the partnership with McArthurGlen involves the integration of charging infrastructure into outlet centers, with the goal of providing a service that meets visitors’ needs and aligns with the typical length of stay associated with shopping.
- In the large-scale retail sector, the PAC 2000A (Conad) project addresses the need to integrate charging services at retail locations, in line with customers’ shopping habits.
- With regard to the development and management of retail parks, the partnership with IGD SIIQ is part of the effort to develop charging solutions for the commercial real estate sector. The technical specifications and management procedures for the infrastructure are determined based on the needs of each individual site.
5. Collaboration Models Powy for Retail and Large-Scale Retail
Powy It takes a consultative approach, analyzing the characteristics of the property and its surroundings to identify the most suitable technological solution and contractual model. The assessment takes into account various factors, including the accessibility of outdoor areas, traffic flows, proximity to major thoroughfares, available electrical capacity, and the retailer’s business strategies.
The terms of collaboration may involve different levels of investment and involvement in the management of the service. Provided that the appropriate technical, economic, and contractual conditions are met, Powy may propose concession models under which it would be responsible for investing in and managing the infrastructure. Depending on the agreements, the project may include handling permits, carrying out the necessary work, supplying and installing charging infrastructure, connecting to the power grid, and subsequent management and maintenance activities.
For groups that prefer to play a more direct role in managing the service, Powy can explore co-management arrangements or other customized solutions, with activities and responsibilities defined based on the project’s characteristics and objectives.
To learn more about the available options, please visit the page dedicated to charging solutions for large-scale retail and shopping centers.
Frequently Asked Questions (FAQ)
Who is responsible for the construction work and the electrical hookup in the parking lot?
Under concession agreements, activities related to construction work, cable routing, distribution panels, station installation, and grid connection are defined and coordinated as part of the project, in collaboration with the technical representatives of the commercial property owner. The allocation of activities and costs depends on the agreed-upon contractual model.
How can we prevent parking spaces from being occupied by vehicles that aren't charging?
Parking spaces can be identified through dedicated horizontal and vertical signage, in accordance with applicable regulations. During the design phase, solutions to limit the improper use of parking spaces—such as anti-misuse systems—may also be evaluated, depending on the site’s characteristics and the infrastructure’s configuration. Depending on the service provided,idle fees(charges for continued occupancy after charging is complete) may also be applied, where available and applicable, to encourage the rotation of parking spaces.
Is it possible to customize the appearance of the kiosks with the store's branding?
Depending on the type of contract and operational agreements, graphic co-branding solutions may be considered to customize the stations with the brand’s colors and identifying elements. The available options depend on the type of infrastructure and the project’s characteristics.
Disclaimer: The data regarding the economic impact of charging are derived from studies conducted in specific geographic and commercial contexts and are provided for informational purposes only. They do not constitute a forecast of the results that can be achieved by a single facility. The reported charging times are approximate; the technological solutions and collaboration models described are subject to technical, economic, and contractual evaluation based on the characteristics of each project.
About Powy
Powy a company that owns, develops, and manages Italy's leading independent network of public charging infrastructure for electric vehicles.
Founded in Turin in 2018, Powy is at the forefront of the transition toward more sustainable mobility, offering an innovative charging infrastructure that uses 100% renewable energy—whose origin is certified by Guarantees of Origin (GO)—on its proprietary network, Powy.
Powy 's network includes quick, fast, and ultra-fast charging solutions strategically placed in public and private parking lots, supermarkets, shopping malls, and transportation hubs to ensure maximum convenience and accessibility for EV drivers. Each station is equipped with advanced technologies to provide a reliable and efficient charging experience.
Press Office: press@powy.energy