Electric charging in shopping centers: from service to revenue strategy

Shopping centers that invest insustainabilityandelectric charging infrastructureposition themselves as destinations of choice for customers who are increasingly concerned about the environment and social responsibility. The installation of Charging Stations is Charging Stations just an additional service, but alocal marketing strategythat transforms the point of sale into a hub for sustainable mobility and attracts qualified traffic.

The new profile of the sustainable consumer

Modern consumers, especiallyMillennials and Gen Z, actively choose brands and places that demonstrate a concrete commitment to sustainability. According to market research, over73% of global consumersare willing to change their purchasing habits to reduce their environmental impact. A shopping center equipped with charging infrastructure immediately communicates values of innovation, environmental responsibility, and attention to the future, setting itself apart from the competition.

The presence of Charging Stations adeciding factorin choosing where to shop: electric vehicle owners actively seek out places where they can recharge during their daily activities, turning charging time into shopping opportunities. This customer segment tends to have 20-30% higher purchasing power than averageand greater sensitivity to sustainable brands.

Visible sustainability also attracts customers who do not yet own an electric vehicle but appreciate environmental commitment, improving the overall perception of the brand and strengthening the shopping center's reputation as a responsible and cutting-edge location. Thishalo effecttranslates into greater loyalty and positive word of mouth.

Increase in dwell time and average receipt value

The time required for a "substantial" recharge, which varies from30 minutes to several hoursdepending on the technology used, becomes a competitive advantage for the shopping center. Customers who recharge their cars tend to stay longer inside the facility, significantly increasing the likelihood ofmultiple purchases.

Some studies on the behavior of electric vehicle drivers show that public charging leads to an average dwell time of around 30-35 minutes, and that a significant proportion of users (over half) take advantage of that time to visit nearby shops, cafes, or restaurants.

This behavior, together with the increased frequency of visits to stores in connected areas, suggests that the availability of Charging Stations translate into an increase in average receipts and overall turnover for the shopping center.

Strategic planning of charging spaces near entrances or in easily accessible areas maximizes customer flow to commercial areas, optimizing thecustomer journeyand increasing exposure to different points of sale. Clear and attractive signage guides customers from the charging station to the stores, creating guided paths that increase conversions.

Opportunities for additional revenue

In addition to the average receipt, which can increase thanks to the length of time customers stay, Charging Stations also represent an additional source of income. Through agreements with charging operators such as Powy, centers can enter into revenue sharing contracts, in which the earnings from charging are shared. Alternatively, a center can purchase the infrastructure directly, investing more but obtaining higher revenues.

In addition, centers can establish promotional and discount schemes linked to charging stations: for example, discounted charging rates on certain days, or discounts in stores for those who recharge their vehicles, and other similar initiatives.

Territorial marketing and regional positioning

Becoming the only or main shopping center in the area equipped withextensive charging infrastructurecreates a distinctive territorial advantage. Electric vehicle owners plan their trips based on the availability of charging points, and a well-equipped shopping center becomesthe preferred destinationfor a large geographical area, typically with a range of up to 30-50 km.

Communicating this service throughnavigation apps, charging maps, and dedicated platformsincreases the center's visibility even among customers who were not familiar with it, expanding its user base beyond traditional boundaries. Its presence on apps such as Powy , ChargeMap, Nextcharge, and Google Maps, with information on available charging stations, generates qualified organic traffic.

Events and communication campaigns focused on sustainability reinforce the positioning asan eco-destination: inaugurations with test drives of electric vehicles, partnerships with local dealerships, and days dedicated to sustainable mobility create media buzz and attract attention. These types of initiatives generate local press coverage and amplify the center's sustainable reputation.

Regulatory compliance and benefits

European and national regulatory developments are introducing increasingly stringent requirements for charging infrastructure in public and commercial locations.TheEU's Alternative Fuels InfrastructureRegulation (AFIR )requires specific coverage targets for 2025 and 2030.

Investing today means anticipating future obligations and positioning yourself favorably with regard to regulations that will become binding. Manypublic tenders andregionalincentive programsreward commercial structures that invest in sustainability and electric mobility, offering non-repayable grants or tax breaks.

Sustainability certification (such asLEED, BREEAM, or national protocols) and obtaining environmental ratings improve attractiveness to investors, business partners, and retail chains seeking locations aligned with their ESG objectives. This translates into greater asset value for the property and the ability to attract high-quality tenants.

Integration with renewable energy sources

The installation of photovoltaic systems on the shopping center's structures, integrated with Charging Stations, creates a virtuous energy ecosystem that reduces operating costs and communicates a concrete commitment to sustainability.

This integrated solution can power the charging stations with self-generated energy and, in the event of a surplus, the energy can be used to light the parking lot or fed into the grid with GSE incentives, generating additional savings or revenue.

Communication about this virtuous system reinforces the message of sustainability, demonstrating consistency between statements and concrete actions, and increases the brand's credibility among increasingly attentive consumers.

Powy tailor-made charging solutions for shopping centers, integrating technology, design, and revenue strategies. In addition, Powy stations exclusively Powy 100% renewable energy. Transform your center into a regional eco-destination and attract a qualified clientele. Contact us for strategic advice by clicking below.

FAQ: Which type of charging station is most suitable for a shopping center?

It depends on the average time spent and the target audience. For shopping centers where customers stay for 1-3 hours, AC 2 (22 kW) charging stations are ideal: they are less complex to install, allow for a full charge while shopping, and have low operating costs. For centers near highways or with a "quick stop" target audience,DC Charging (50-150 kW) is a good choice. The optimal solution is a mix: 70-80% Level 2 for regular customers, 20-30% DC for those in a hurry.

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, Italy in 2018, Powy is at the center of the transition to more sustainable mobility, offering an innovative charging infrastructure that uses only 100 percent renewable energy.

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.

Learn more: wpowy.energy