How EV Charging Extends the Customer Journey In-Store

Petrol retailers have always fought for shoppers’ attention, dwell time and loyalty.  

As EV adoption accelerates, the car park is rapidly becoming the new front door to the store. Retailers now face a unique opportunity and challenge: the customer journey no longer starts at the entrance of the store, it begins in the parking lot. 

That’s why more and more petrol retailers are investing in charging bays, turning a practical necessity into a strategic advantage. When charging is well integrated into the customer experience, it draws people in, encourages them to stay longer and increases the chances they’ll spend more while on-site.  
 
For an in-depth exploration of commercial models and operational best practices at the forecourt, don’t miss our article EV Charging for Petrol Retailers, then return here to see how those principles extend to every square metre of your shop floor, focusing on what happens inside the store once drivers plug in. 

What is Dwell Time and Why is It Important for Petrol Retailers?  

EV drivers tend to plan their stops, therefore, charging availability often shapes their route decisions and determines where they choose to spend time.  

For petrol retailers, this shift changes how footfall should be understood and managed. It is no longer just about how many people visit, but how long they stay and what they do during that time. 

Dwell time refers to the total duration a customer remains on-site. In the context of EV charging, it typically includes the full charging session, along with any time spent inside the store or using other services. This metric has become a key indicator for retailers aiming to increase engagement and drive higher transaction value. 

When a shopper plugs in for a 30-minute charge, they’re effectively blocked from leaving, creating a window where the retailer has a captive, motivated customer. 

This isn’t just theoretical. Business owners who have implemented EV charging frequently report longer average visits and increased basket size. A shopper who might have come in for one or two items is now far more likely to browse, engage with in-store promotions or stop by a café or restaurant. Every extra minute on-site opens the door to more spontaneous purchases, more engagement with your services, and greater satisfaction with the overall visit. 

Turning EV Charging into Recurring Revenue 

Following dwell time, one of the most overlooked retail EV charging benefits is visibility.  

Charging stations, especially those that are well-branded and strategically placed, serve as digital billboards in real life. Drivers use charging maps and apps to locate stations, meaning your location appears as a visible, searchable destination on every EV driver’s screen. This gives your business exposure to a new audience segment; one that is growing every month. 

Even more importantly, once you’ve attracted EV drivers the first time, offering a reliable, smooth charging experience increases the likelihood they’ll return.  

Loyalty builds when customers associate your store not just with product availability, but also with practicality and comfort. When EV drivers know they can rely on your chargers to work consistently, deliver a smooth experience, and tie into added-value services like loyalty rewards or charging discounts, your location becomes their go-to choice  

Aligning Charging Time with the In-Store Experience 

Not all charging is equal, and not all shoppers are on the same timeline. Some are in a hurry, needing a fast top-up before continuing their trip. Others are planning to stay longer, combining grocery shopping with a coffee break.  

Smart petrol retailers align their charger types and speeds with their shopping experience. 

High-powered chargers placed near the entrance are ideal for fast-moving traffic and short visits. Slower chargers positioned near secondary parking or longer-stay zones support drivers who are likely to spend more time on-site.  

This setup not only improves customer satisfaction but also helps balance energy demand throughout the day. Aligning charger type with visit duration also prevents frustration, for instance, avoiding situations where a premium fast charger is tied up by a driver who plans to stay for an hour. 

Sustainability for Petrol Retailers 

EV charging is a clear, visible signal that your business is taking real steps toward sustainability. For petrol retailers, it helps meet rising expectations from customers, staff and investors who want to see action (not just promises) on climate goals. 

It also supports ESG targets in measurable ways. Charging infrastructure can contribute to lower site-level emissions, reduce Scope 3 impact by supporting cleaner transport, and help meet evolving reporting standards across Europe.  

In some countries, it also opens access to public funding or tax benefits tied to decarbonisation. 

Just as importantly, it makes sustainability part of the customer experience. When EV charging is paired with loyalty apps or green incentives, you're making climate goals part of your value proposition. 

How EV Charging Drives Loyalty, Repeat Visits and Customer Data 

Another hidden benefit of EV charging for petrol retailers is the data it generates.  

When integrated with smart EV charing platforms, charging sessions can provide insights into visit duration, frequency, customer behaviour and even correlation with promotions or in-store events. 

Petrol retailers can go a step further by using EV charging as an activation point for loyalty. Offering charging discounts through your app, awarding points per session, or sending targeted offers during charging sessions creates a rich loop between physical and digital engagement.  

EV charging thus becomes a customer engagement channel in its own right, rather than just an extra service. 

Conclusion 

EV charging belongs at the core of any modern petrol retail strategy.  

It brings new customers through the door, keeps them on site longer, and builds stronger connections through loyalty and convenience. For petrol retailers, it also supports the shift toward cleaner operations and prepares the business for a changing mobility landscape. What starts outside the store has a direct impact on what happens inside, and the value it creates. 

Want to explore how retail EV charging can transform your customer experience and drive new recurring revenue?  

Get in touch and we’ll help you build an EV charging strategy that brings more customers to your store and keeps them coming back for more!