ChargeBox Return on Investment study (August 2017) – Ink Research Limited
ChargeBox commissioned an independent study in conjunction with a leading British department store to measure the benefits gained from free charging.
What effect does free charging in a retail environment have on customer behaviour?
- Does it make customers dwell longer?
- Do they spend more?
- Does it increase footfall?
- Does it improve the customer experience?
- Does it positively impact customer satisfaction?
These are the many questions that we have been asked by retailers since we launched our first free charging stations in Westfield Stratford back in 2012. Of course, at ChargeBox, we have always believed that the answer is Yes to all of these questions. However, we were finding that more often than not providing amazing usage statistics alone were not enough to convince clients that the tangible and intangible benefits of offering a free charging service outweighed the associated costs. After all, how do you put a value on customer experience?
Ink Research Limited spent 3 days in-store and during this time they interviewed 214 shoppers of which 81 were ChargeBox users and 133 were non-users. Not only did the results confirm our beliefs, but they exceeded our expectations.