New rules on signage for EV charging hubs will “unlock major commercial opportunity for retailers”, according to ultra-rapid charging network InstaVolt.
The chargepoint operator believes that improved roadside visibility will increase on-site dwell time, spend per visit and brand loyalty at the hubs which have been installed at retail parks, supermarkets, forecourts, and leisure venues.
EV charging hubs have more than doubled since the beginning of 2023 and changes to be implemented by the UK Government will allow larger EV charging hubs to be signposted for the first time from major A-roads.
It comes as research from InstaVolt earlier this year has show a strong link between charging and retail spend. The study, conducted by Censuswide, discovered that EV drivers typically spend 25–35 minutes on-site while charging, offering “a valuable window for retail engagement”.
Some 89% of drivers said signs physically directing them to charging stations are important, and 52% said they look for road signs directing them to EV charging stations.
In addition, 73% of EV drivers are willing to pay more for fast, convenient charging with good amenities. 72% said they would stop for a hot drink will charging and 89% said they would consider access to amenities like cafés, shops, and children’s play areas when choosing where to charge.
Simon Smith, Chief Commercial Officer, InstaVolt, said:
“At InstaVolt, we see better EV charging signage on our major roads not just as an infrastructure milestone, but also as a significant retail catalyst.
“With the right visibility and retail partnerships, public charging can deliver not just convenience for drivers, but meaningful footfall and revenue for site hosts. Retailers should see such an initiative as a strategic opportunity to engage with the fast-growing EV customer base. However, we can only make this happen with the support of Government.”
The Future of Roads Minister Lilian Greenwood:
“The UK’s public charging network is growing all the time, with a 27% year on year increase in July, and our commitment to deliver more EV signage will help highlight how widespread the network now is. This work will help give drivers the confidence to know where they can charge and grab a coffee or do their weekly shop, fitting easily within their daily lives.
“Our commitment to improve signage for larger EV hubs on major A-roads offers new opportunities for retailers to showcase their great offer to EV drivers, helping deliver a better experience and growth for businesses as part of our Plan for Change.”
Quentin Willson, Founder, FairCharge, said:
“Having long campaigned for charging signs on our roads I’m overjoyed to see that finally non- EV drivers will see that there is a charging infrastructure to give them the confidence to switch.
“Years of not having any charging signage on our roads has helped stoke the myth ‘there’s no infrastructure’. This is a very welcome development.”
Image from Shutterstock
