Op-Ed: Why EVs are forcing a loyalty rethink

Loyalty programs built for pump-and-go drivers don’t always cut it for people charging their EVs while they sip coffee or scroll their phones. Whatever worked before is now running out of road.

The old model was built on speed: quick in, quick out, maybe grab a snack and rack up some points. But EV drivers perceive value differently, choose where to stop differently, and redefine what earns their repeat business. If your loyalty tactics still look like they did five years ago, chances are they’re invisible now.

Fuel vs. EV Drivers

It might not seem like it, but EV drivers are a whole new breed of customers. Instead of a quick 3-minute top-up at the pump, EV charging often takes 30 minutes or more. That changes everything:

• They are looking to refuel and fill their time.
• They tend to be more sustainability-minded, convenience-driven, and digitally fluent.
• Their loyalty doesn’t hinge on location because charging can happen at home, work, or retail centers.

Initially, these changes can be challenging to get used to, but try to look at them like it’s a goldmine. Longer dwell times create more opportunities for meaningful engagement: think curated content, smart offers, or even community perks. The EV shift gives brands a rare chance to go beyond points and perks and start building relationships that actually stick.

Rethinking the Station: Experience Over Infrastructure

With EVs in the picture, you’re not competing with another fuel retailer—you’re competing with anyone offering a plug. That includes malls, gyms, cafés, and grocery chains. Make better experiences the real differentiator.

Forward-thinking retailers are turning stations into mini-hubs: cozy seating, fast Wi-Fi, quality coffee, and a reason to linger. Some are even gamifying the wait with bonus offers or loyalty challenges. Add in smart partnerships—think streaming services, local retailers, or even wellness brands—and you’ve got a reason for customers to choose your plug, again and again.

Loyalty for the EV Era: Program Evolution

EV drivers don’t think in terms of “running on empty.” Charging is often opportunistic—topping up while running errands or grabbing a bite. And that changes things even more.

Open the door for dynamic, data-driven loyalty mechanics by rewarding smarter behaviors:

• Maintaining a healthy state of charge
• Choosing eco-friendly off-peak times
• Visiting regularly, even if it’s just for a quick 10-minute top-up

Perks can also flex around context. Like location-based rewards when users are near a partner café, or bonus points when they spend longer at a site during low-demand hours. It’s loyalty tied to lifestyle, not just kilowatts.

Fast Charging = Premium Experience

Not all charging is created equal. AC charging is your slow-and-steady option, while DC fast charging is like the VIP lane. And it’s a prime opportunity for loyalty programs to create premium experiences.

Imagine unlocking fast-charging privileges through tiered loyalty status, or earning access with frequent visits. For gig workers or time-sensitive travelers, offering reservation-based perks at busy stations could be a game-changer.

You can also gamify it—rewarding customers who hit certain milestones, like number of fast charges or off-peak usage. It’s not just about speed; it’s about status, convenience, and turning a utility into an upgrade.

Sustainability as Loyalty Currency

For many EV drivers, the decision to plug in is personal. These are consumers who care about impact, and your loyalty strategy should reflect that.

Go beyond points. Reward sustainable behaviors, like using solar-powered stations. Give customers the option to redeem points for carbon offsets or eco-friendly perks. Track and celebrate milestones, like “100 kg CO₂ saved”, to turn everyday charging into something bigger.

And don’t forget the power of trust signals. Stations with LEED or WELL certifications can become part of your loyalty narrative. These details resonate with a values-driven audience that wants to know their choices and their loyalty are making a difference.

Digital-First Expectations

EV drivers live on their phones, so your loyalty program needs to live there, too. Real-time charger availability, mobile booking, and app-based check-ins should be baseline expectations.

To stand out, integrate loyalty where users already are: Google Maps, PlugShare, and car-native apps. Seamless access to points, perks, and charging data in these ecosystems makes your brand more useful and more visible.

Better yet, build your own super app. Combine charging location data, loyalty dashboards, personalized offers, and payment tools into a single, intuitive platform. The more value you can pack into one screen, the more often customers will return.

Personalization & Data: The New Loyalty Engine

Every EV charge session reveals patterns: when users plug in, how often, how far they drive. Turn those behaviors into triggers for highly relevant, deeply personal rewards.

Segment customers by charging habits (early birds, weekend warriors, long-distance commuters) and tailor your offers accordingly. Maybe it’s double points during their usual charging hour or a push alert when it’s time for vehicle maintenance. The more aligned the message, the more likely it is to land.

But personalization is also there to delight your drivers. Surprise regulars with a free snack or a curated playlist that fits their usual dwell time. Add a layer of humanity with unexpected perks that feel thoughtful, not transactional.

More Than Charging: Human-Centered Spaces

It’s easy to forget that EV stations aren’t just for cars, they’re for people, too. And people need coffee, snacks, clean restrooms, maybe even a quiet corner to unwind. Think about what can surround the plug. These moments are ripe loyalty touchpoints.

Try to reimagine the station as a service hub: charging, yes, but also parcel lockers, coworking spaces, cafés, even micro-retail. Make it a destination. Offer “Charge & Chill” bundles that pair a fast charge with a café discount. Let dwell time become me-time, and reward it accordingly.

Big players like Shell and BP are already evolving their spaces into lifestyle hubs—with lounge areas, premium food options, and retail tie-ins. The message is clear: when you treat your station like a destination, loyalty becomes a habit.

Loyalty as a Bridge During Rollouts

Building fast-charging networks takes time and customers don’t always love waiting. Loyalty can help smooth the bumps.

Use your program to reward patience: offer bonus points, free snacks, or exclusive perks at slower chargers while upgrades are underway. Keep users in the loop with app-based updates, sneak peeks, and estimated timelines.

Think of loyalty as your PR team with perks. It can turn frustration into anticipation—and keep customers engaged until the full experience arrives.

Reinventing Loyalty, Not Just Fuel

The EV revolution shouldn’t be seen as a threat to fuel retailers—it should be seen as an invitation. An opening to rethink loyalty beyond the pump and design experiences that stick long after the charge. It’s a chance to turn dwell time into delight, data into personalization, and everyday customers into brand advocates.

Written by Sami Nachawati, Consulting Director at Comarch.