Expert tips and considerations for installing vehicle charging stations.
As more consumers switch from gas-powered vehicles to electric vehicles (EVs), one problem has cropped up: Where can EVs refuel? While gas stations have long been a feature of the American landscape, electric vehicle supply equipment (EVSE) — or charging stations — have been few and far between. But that is changing.
Because retailers have to be attuned to the emerging needs of consumers, installing charging stations is an opportunity to offer an amenity at relatively little cost while bringing in a highly desirable customer base. On average, EV drivers have twice the national average income, are green-minded and highly educated. Moreover, they tend to spend more time shopping while their cars are charging.
The pressure for EV charging stations comes from several different directions. National retail chains like Walgreens and Whole Foods offer EV charging at many of their locations. IKEA will be installing EVSE along with rooftop solar panels at its newest San Antonio store, and Comcast is combining a solar-paneled, 180-car carport with EV charging at its Manchester, New Hampshire, district office. States with serious green initiatives, like Hawaii and California, are mandating the installation of EV charging stations. And automakers are steadily increasing the percentage of EVs in its offerings; Audi’s Super Bowl ad this year featured their electric SUV and the promise that a third of its American fleet would be electric by 2025.
How EVSE Helps Retailers
Allowing drivers to charge vehicles is another entry point for customer-retailer interaction. Tom Bennett, President of Energy Services for Lane Valente Industries, a supplier and installer of EV charging stations, explained that EV charging stations can be configured in a variety of ways to ensure both the store and the customer benefit. Networked charging stations provide the retailer an array of options for customers to pay for charging or earn buyer loyalty points.
“The EVSE presents a win-win for the retailer,” Bennett said, even with the upfront installation costs. “A major Midwest-based retailer spent about $8 million on store interior improvements to get an additional $1 per customer transaction, while the loyalty-based average for EV charging earned $5 per transaction. The return on investment was much greater.”
Installation and Electricity Costs
Bennett said installation costs vary, depending on whether the setup occurs with new construction or in an established site. At an existing small-box store in a suburban setting, installation will require cutting into the sidewalk and/or drive to run conduit to the main panel, then placement of charging ports. Two ports cost about $7,000 and the construction $3,000, for a total of about $10,000. That cost could bump up to $14,000 to $15,000 for an in-line store with the electrical panel at the rear, because the conduit will have to run through the store, usually along the ceiling, then out front.
Based on national average electricity costs, the charging stations will use pennies’ worth of energy daily. When one assumes a $0.10/kWh (national average) electricity rate, a one-hour charging session dispenses $0.66 of electricity.
Controlling access to chargers is also built in. Just like standard parking meters, timers can limit the charging session for each user, which can be “enforced” by charging a parking fee beyond the set period. Timers can also shut down power after business hours. In fact, networked charging stations can be monitored and programmed individually, at a specific location or nationally with relative ease.
As they say, location is everything, and the same can be said for placement of EVSE. Balance the needs of the customer base when considering where charging stations will be installed. They should be in a well-lit area, beyond ADA spaces but grouped conveniently near the entrance. For facilities in a shopping center, stations can be located in a centralized area in the parking lot.
As Bennett explained, having EVSE associated with a retailer “sends the right message” to a desirable, green-aware customer base. Managers of shopping centers with charging stations could also see a boost with prospective tenants who see them as an attractive feature. In addition, the stations themselves can serve as marketing kiosks: Just as video monitors on gas pumps promote items, similarly equipped charging stations can alert customers regarding store (or EV-driver-only!) product specials.
With a little research, facility managers can offer management a program for EV charging stations, which could become a key differentiator for the retailer. 
Because retailers have to be attuned to the emerging needs of consumers, installing charging stations is an opportunity to offer an amenity at relatively little cost while bringing in a highly desirable customer base. On average, EV drivers have twice the national average income, are green-minded and highly educated. Moreover, they tend to spend more time shopping while their cars are charging.
Don’t Fight the Power—Embrace It.
Facility managers recommending installation of EV charging stations should keep these factors in mind:
- EVSE does not need to be installed in prime parking locations, but ports should be clustered in an EV charging area.
- Distinguish between EV charging and EV parking — signage matters.
- Consider limiting charge time to appropriate shopping timeframes — e.g., two hours — then set a parking fee to discourage squatting.
- Use a PCI-compliant credit card system and link EV charging to loyalty programs.
- Especially in new construction, consider adding charging stations to the employee parking area.
By: Myrna Traylor
