EV drivers want loyalty and rewards from charging services

Electric vehicle drivers would like charging payment apps to offer extras like affiliate discounts and loyalty rewards, according to a new survey by Paythru.

The findings from a survey of 200 EV drivers show a growing appetite for apps which offer drivers relevant services and benefits. 

Sara Sloman, Paythru’s chief strategy officer (pictured), said: "Such services are a no-brainer.

“Not only do customers want them, but they create a wide range of new revenue streams for charge point operators."

The survey found that 80% of EV drivers liked the idea of apps that provided discounts at local cafés or shops while they charge, and nearly as many, 73%, would welcome a loyalty programme that rewards them with points, discounts, or other incentives.

“For example,” Sloman suggested, “operators could give drivers bonus points every time they charge their vehicles.

"Additionally, by collaborating with retail and hospitality chains, they could provide drivers with discounts or giveaways, such as a free drink or discounted meal at a nearby café or restaurant while they wait for their vehicle to charge.”

Apps should enable smarter charging decisions

Three quarters of the survey’s respondents said they would like apps to include social features that allow them to share tips with other users, rate charging stations, and report issues directly to charge point operators.

This desire for more information and greater convenience was similarly reflected in the 70% that liked the idea of smart recommendations on the best times and locations for charging, and the 58% would like the ability to reserve a charging point in advance.

For drivers on work business, convenience is not just about charging, but about managing expenses, with 40% saying it would be helpful to sync their app of choice with their company’s accounting or expensing software to upload payment information and receipts directly.

The survey’s findings also highlight a desire among EV drivers to use data to be as sustainable as possible.

Over half, 59%, said they would like information about the sources of the electricity used at charging stations through their app, and 51% wanted an app that could track CO2 emissions based on how they drive and charge. 

“Sustainability is one of the key reasons for the adoption of EVs, especially among fleet owners,” said Sloman. “It’s understandable, therefore, that many drivers are interested in tracking their vehicle’s environmental impact.”

Rethinking the payment experience

Sloman explained that the technology is already available to charge point operators: “A cloud-based payment platform and associated software enables operators to implement additional features and link them to the EV payment.

“At Paythru, we see this as similar to the transformation that retail has gone through. Once they just had a payment device issued by a major card issuer. 

“Now, thanks to innovators like Square they can offer all sorts of customer services in one connected digital package. EV charging can do something similar thanks to integrated software and payment solutions designed around its challenges.”

Sloman said the services covered in Paythru's research are “just the tip of the iceberg”.

She added: “We see many more opportunities to build added value services around EV payments – even going beyond apps.

“Open-loop digital wallets and cards, for example, will allow fleet operators to offer their users additional services on top of EV charging payment, for greater flexibility and a more satisfactory experience.”

• The full Overcoming Payment Anxiety in EV Charging can be downloaded here.