By the end of this year, Bloomberg predicts, there will be around 40 million electric vehicles (EVs) on the road worldwide, representing 3% of total vehicles. Despite the slow economy, sales of electric cars are up 2% since 2020 with the United States estimated to sell $1.6 million worth of electric vehicles this year. As a result of these growing statistics, convenience stores must begin preparing for a changing landscape.
The first step is of course to add more charging stations alongside existing fuel pumps. But the c-store transformation doesn’t end with the forecourt. Retailers must consider how the in-store behavior of EV drivers will differ from traditional drivers. Will they prefer different products, shaking up assortments in-store? Will these drivers look for a more tech-forward experience inside the store with mobile payment or scanless shopping?
One guaranteed change is the time spent at the fuel station. Charging an EV takes longer than fueling at a gas pump. This extended stop creates opportunities for the c-store to engage with customers in new and meaningful ways. Now is the time for c-store retailers to advance and personalize customer touchpoints such as mobile loyalty programs, entertainment, in-store dining and in-store browsing.
Personalized Shopping
It may be tempting to group EV drivers together and make marketing assumptions about their shopping preferences based on their willingness to invest in these sustainable cars. However, c-store retailers should instead consider investing in personalization tools that take their segmentation to the next level.
For example, one EV driver may respond well to personalized outreach about new sustainable packaging for takeout orders. Meanwhile, another EV driver may not be interested in dining options, but they might be intrigued by personalized promotions for their favorite sports drink. Regardless of what a consumer drives, the shopping experience should be tailored based on their personalized history and preferences.
Introducing Loyalty
Since the EV market is still relatively up-and-coming, now is a great time for c-store retailers to begin fostering loyal relationships with this group. Consumers are becoming first-time EV owners, meaning they are just now beginning to develop the new habits associated with a chargeable car. C-stores must capitalize on this moment and incentivize this group to choose their charging stations and spend time in their stores as opposed to a competitor.
Mobile loyalty programs and engaging personalized content can both play a major role in customer loyalty. These programs can be used as key channels for delivering shopper benefits such as special offers, product news, promotional videos and more.
Early adapters of electric vehicles are likely to appreciate new and improved technology innovations.
By enabling the loyalty program via mobile, customers can also use store-finder tools when they’re away from home, and retailers can send push notifications to remind shoppers of ongoing deals or feature intelligent shopping lists that share recommendations. These programs enhance the customer’s relationship with the convenience retailer and incentivize the shopper to return time and time again.
Convenient Checkout
One of the biggest roadblocks to growth is an unwillingness to change. Luckily, early adapters of electric vehicles are likely to accept and appreciate new and improved technology innovations. As a result, this group can be champions of change within the convenience-store industry. One area in particular that can be revamped is the point-of-sale.
Convenience stores should remain convenient, and waiting in a line to pay is anything but that, especially if a car has already finished charging. To avoid this negative customer experience, c-store retailers should consider implementing mobile-payment options, order-ahead applications, scan-and-go technology or even scanless formats. These payment methods can bring the c-store to the next level and excite these next-generation consumers.
Leading the Transformation
Times are changing, and the retailers that get ahead of this transformation to electric vehicles will find the greatest success. This doesn’t mean that c-store retailers need to reinvent the wheel, but they do need to take an analytical look at their offerings and ensure that they are meeting and exceeding expectations from all customers.
Loyalty programs, personalized offerings and innovative payment options are three ways that c-stores can cater to the changing landscape and earn ongoing loyalty from the growing population of EV drivers.
Michael Jaszczyk is CEO of GK America, Raleigh, N.C.