Imagine a future where your weekly grocery run is not just about picking up milk and eggs, but also about charging your electric vehicle (EV) conveniently. This vision is becoming a reality as supermarkets, often seen as the "servo of the future," are stepping up to provide public EV charging.
In Australia, where supermarkets dominate the market, the focus is on creating a consistent customer experience. Will Beaumont, CEO of Canyon Solar, a solar canopy specialist, highlights this as a key advantage for EV owners seeking reliable public chargers.
"When you think of Woolies, it's all about consistency. You can rely on them for your essentials, and now, with EV charging, you can add that to your list of reasons to choose them," Beaumont explains.
But here's where it gets controversial: the convenience factor. Supermarkets and shopping centers offering EV charging must ensure a consistent charge speed, regardless of the number of vehicles plugged in. It's a challenge, but one that Beaumont believes is crucial for maintaining a reputation for reliability.
Canyon Solar has partnered with Kempower to deliver EV chargers under their solar carpark canopies. The business model is simple: offer a charger that can juice up an EV battery to 80% in 40-60 minutes, roughly the time it takes to do your weekly shop. This keeps customers in-store, spending more, and engaged with loyalty schemes.
Woolworths and Coles Express, two major players in the Australian supermarket scene, have already recognized the potential. Woolworths has a loyalty deal with Chargefox, while Coles Express' owner, Viva Energy, has promised an EV charging loyalty tie-up.
The benefits are twofold: supermarkets can utilize their existing carpark infrastructure and generate additional revenue from electricity sales. Steve McLennan, business development manager at Kempower, suggests that supermarkets can offer competitive rates, attracting new customers and generating revenue from charging fees.
"Globally, we're seeing a shift towards retailers offering DC charging, moving away from dedicated hubs. Europe is leading the way, and Australia is likely to follow suit," McLennan adds.
However, it's not just about the charging infrastructure. Supermarkets are also considering the redevelopment of carparks to accommodate these changes. Beaumont highlights Woolworths' success with solar canopies, which has sparked interest from other supermarkets looking to combine solar and charging solutions.
"Woolworths took the first step, and now we're seeing a snowball effect. It's a commercial tipping point as the benefits, including longevity and additional revenue streams, become clearer," he says.
So, while the idea of charging your EV while you shop may seem futuristic, it's rapidly becoming a reality. With the right infrastructure and incentives, supermarkets could become the go-to destination for EV owners seeking a convenient and reliable charging experience.
What do you think? Is this a step towards a more sustainable future, or just a clever marketing strategy? We'd love to hear your thoughts in the comments!
