In a move set to transform the landscape of electric vehicle charging, Chargefox has announced groundbreaking partnerships with major supermarket chains across the country. This collaboration aims to make EV charging more accessible and affordable for everyday Australians, potentially accelerating the adoption of electric vehicles nationwide.
The Dawn of a New Era in EV Charging
For many potential EV owners, the question of “where and how will I charge?” remains a significant barrier to purchase. Chargefox, Australia’s largest EV charging network, seems determined to address this concern head-on through innovative partnerships that bring charging infrastructure to places people already frequent – their local supermarkets.
“We’re meeting people where they already are,” explains Sarah Thornton, Chargefox’s Head of Partnerships. “Most Australians visit a supermarket at least once a week. By placing our chargers in these locations and offering exclusive discounts to shoppers, we’re making EV charging as convenient as picking up your groceries.”
The timing couldn’t be better. With fuel prices continuing their unpredictable dance and climate concerns growing more urgent, electric vehicles represent not just a technological advancement but a practical solution to everyday transportation needs. Yet despite increasing model availability and improving battery ranges, charging infrastructure has remained a sticking point for many would-be converts.
How the Partnership Works
The program, dubbed “Shop & Charge,” operates on a surprisingly simple premise. Customers who spend over $50 at participating supermarkets receive a 25% discount on their Chargefox charging session that same day. The discount is applied automatically when customers link their supermarket loyalty card to their Chargefox account.
Three major supermarket chains – Woolworths, Coles, and IGA – have already signed on, with others reportedly in talks to join the program. Initial rollout includes 75 locations nationwide, with plans to expand to over 200 by year’s end.
“We’re not just installing chargers in car parks,” notes Thornton. “We’re creating an ecosystem where everyday activities contribute to more affordable, sustainable transportation choices.”
What makes this partnership particularly noteworthy is its tiered approach. Standard chargers (50kW) will be available at most locations, providing a perfect solution for the weekly shop. Select flagship stores will feature ultra-rapid chargers (up to 350kW), capable of adding hundreds of kilometers of range in just 15 minutes – about the time it takes to grab a few urgent items and a coffee.
Benefits Beyond the Discount
While the 25% discount represents significant savings for regular EV users, the true value of this partnership extends far beyond simple cost reduction.
For EV owners, the benefits include:
- Convenient charging locations integrated with regular routines
- Reduced “charging anxiety” knowing affordable options exist where they already shop
- Enhanced loyalty rewards through both supermarket and Chargefox programs
- Freed-up time by combining two activities that previously required separate trips
- Well-lit, monitored charging locations with extended hours matching supermarket operations
Jamie Patterson, a Tesla owner from Brisbane, summarizes the appeal succinctly: “Before, I had to plan my day around charging. Now, I just charge while grabbing dinner ingredients. It’s one less thing to worry about.”
For supermarkets, the arrangement provides compelling advantages as well:
- Increased dwell time, with EV owners spending an average of 17 minutes longer in-store
- Attraction of typically higher-spending, environmentally-conscious consumers
- Visible commitment to sustainability initiatives
- Competitive differentiation in the crowded grocery market
- New data insights on consumer behavior through linked loyalty programs
“Our preliminary data shows EV owners spend approximately 23% more per visit than non-EV customers,” reveals Michael Chang, Head of Customer Experience at one participating chain. “They also demonstrate stronger loyalty patterns. This partnership isn’t just about supporting green initiatives – it makes solid business sense.”
The Broader Impact on EV Adoption
Industry analysts suggest this type of partnership could significantly impact Australia’s relatively slow EV adoption rate. While electric vehicles have seen explosive growth globally, they still represent just 3.8% of new car sales in Australia, lagging behind comparable markets.
“Infrastructure anxiety remains the number one barrier,” explains Dr. Elena Kowalski, transport researcher at Melbourne University. “What Chargefox and these supermarkets have done is cleverly address both physical and psychological barriers simultaneously. They’ve not only increased charger numbers but placed them where people already feel comfortable spending time.”
The psychological element shouldn’t be underestimated. Many potential EV buyers report concerns not just about charger availability but about the experience itself – unfamiliar technology, uncertain time commitments, and questions about personal safety while charging.
“I was hesitant about buying an EV because I didn’t fancy hanging around industrial areas waiting for my car to charge,” admits Rebecca Wu, who recently purchased her first electric vehicle. “Charging at Woolworths feels normal. I can see my car from the café, my kids can use the bathroom, and I’m doing something productive while the battery fills up.”
This normalization of EV charging represents perhaps the partnership’s most significant contribution to Australia’s electric transport future.
Comparing to Other Loyalty Initiatives
Chargefox isn’t the first charging network to explore retail partnerships, but the scale and integration of this program set it apart from previous efforts.
Competing network ChargeFox has operated discount programs with select retailers for years, typically offering modest 10-15% reductions. Similarly, Tesla’s Supercharger network briefly experimented with shopping center partnerships, though these focused more on location convenience than integrated discounts.
What distinguishes the Shop & Charge program is its seamless integration with existing shopping habits and loyalty structures. Rather than creating a separate system requiring additional cards or apps, it piggybacks on familiar supermarket loyalty programs most Australians already use.
“They’ve removed all friction from the process,” notes retail analyst Jordan Michaels. “Most loyalty programs fail because they ask consumers to adopt new behaviors. This one succeeds by enhancing behaviors shoppers already have.”
The program also benefits from excellent timing. With food inflation driving increased price sensitivity, supermarkets have been searching for differentiation strategies beyond simple discounting. Offering EV charging benefits provides a compelling alternative that doesn’t further erode grocery margins.
Sustainable Shopping: A Perfect Match
Beyond the practical synergies, there’s a natural philosophical alignment between EV ownership and contemporary supermarket strategies. Both spaces have seen rapidly growing consumer interest in sustainability.
“Our customer research shows 73% of shoppers consider environmental impact in their purchasing decisions,” shares Chang. “That number jumps to 91% among EV owners. There’s a natural customer overlap that makes this partnership particularly powerful.”
Supermarkets have invested heavily in sustainability initiatives in recent years – from solar panels and green energy contracts to reduced packaging and local sourcing. Adding EV charging infrastructure represents a highly visible extension of these commitments.
For Chargefox, the supermarket partnerships align perfectly with their mission of accelerating Australia’s transition to electric transportation. “We’ve always maintained that charging should be as convenient as filling up with petrol – arguably more so, since electricity is everywhere,” says Thornton. “These partnerships bring us much closer to that reality.”
The environmental impact could be substantial. Each petrol vehicle replaced by an EV reduces carbon emissions by approximately 2-3 tonnes annually, depending on driving patterns and electricity sources. By lowering barriers to EV ownership, the partnership contributes directly to these reductions.
Customer Experiences and Early Feedback
Though the program has only been operational for three months, user feedback has been overwhelmingly positive, with the Chargefox app showing a 4.7/5 star rating for the supermarket locations – significantly higher than their network average.
“I save about $15 a week on charging,” reports Michael Chen, a Hyundai Kona Electric owner from Sydney. “But honestly, the convenience is worth even more. I used to make special trips to charge – now it’s just part of my regular shopping run.”
This sentiment appears widely shared among early adopters. User data shows 68% of participants charge during evening grocery shops between 4pm and 8pm, with another spike during weekend daytime hours. This pattern aligns perfectly with supermarkets’ goals of driving traffic during already-busy periods, maximizing the use of existing infrastructure and staff.
Not all feedback has been positive, however. Some users report occasional queuing at popular locations during peak periods, suggesting demand may already be outstripping supply at certain sites.
“I’ve had to wait twice now at my local Coles,” notes EV owner Patricia Fernandez. “It’s still worth it for the discount, but they definitely need more chargers to keep up with demand.”
Chargefox acknowledges these growing pains, noting that additional chargers are already scheduled for high-demand locations. “We’re monitoring usage patterns closely and scaling accordingly,” assures Thornton. “This is exactly the kind of ‘problem’ we want – evidence that EV charging is becoming normalized.”
The Road Ahead: Expansion Plans
With the initial phase demonstrating strong results, expansion plans are already underway. Beyond simply adding more supermarket locations, Chargefox and their partners are exploring several enhancements:
- Integration with supermarket delivery services, potentially offering charging credits for online orders
- Expanded charging options, including covered charging bays at select locations
- Enhanced loyalty tiers for frequent users, with escalating discounts
- Additional partner services, such as tire pressure checks and ecological car cleaning options
“We’re just scratching the surface of what’s possible,” enthuses Thornton. “The future we envision includes charging options everywhere people naturally spend time – not just supermarkets, but cinemas, restaurants, sports facilities, and more.”
This vision aligns with global best practices. Countries with the highest EV adoption rates – Norway, the Netherlands, and parts of China – have succeeded largely by making charging ubiquitous and convenient rather than treating it as a special activity requiring dedicated trips.
“Australia has lagged in EV infrastructure, but programs like this could help us leapfrog directly to the integrated charging model that’s proven most successful internationally,” observes Dr. Kowalski.
Expert Perspectives on Retail-Charging Partnerships
Transport and retail experts see significant potential in these types of partnerships beyond the immediate benefits to participants.
“What’s particularly clever about this arrangement is how it distributes the infrastructure cost burden,” explains energy economist Dr. Patrick Kelly. “Chargefox contributes the charging expertise, the supermarkets provide the valuable real estate, and consumers support ongoing operations through their dual shopping and charging activities. Everyone wins.”
The model could prove especially important for accelerating charging infrastructure in regional areas, where traditional charging business models often struggle with lower utilization rates. By piggybacking on existing supermarket traffic, chargers become viable in locations that might otherwise wait years for installation.
Retail futurist Miranda Jensen sees these partnerships as just the beginning: “We’re witnessing the early stages of a fundamental reimagining of both retail spaces and energy distribution. The supermarket of 2030 won’t just be where you buy food – it’ll be a community energy hub, mobility center, and last-mile logistics solution.”
This prediction aligns with moves already being made by forward-thinking supermarket chains globally, many of which are exploring broader energy services including community batteries, solar sharing programs, and expanded EV infrastructure.
A Charging Revolution in Aisle Three
The partnership between Chargefox and major supermarkets represents more than just another corporate collaboration – it’s a significant step toward normalizing electric vehicles in Australia’s transportation landscape.
By bringing charging infrastructure to familiar locations, integrating with existing loyalty programs, and creating tangible financial benefits, the program addresses multiple barriers to EV adoption simultaneously. More importantly, it transforms charging from a special, sometimes inconvenient activity into something that fits seamlessly into existing routines.
“The best technology disappears into the background of our lives,” reflects Dr. Kowalski. “That’s what’s happening with EV charging through partnerships like this – it’s becoming invisible, which paradoxically makes it more powerful.”
For consumers considering the switch to electric vehicles, initiatives like Shop & Charge offer reassurance that the charging ecosystem is evolving rapidly to meet their needs. For those already driving EVs, it provides immediate practical benefits and cost savings.
And for Australia’s transition to sustainable transportation? It just might be the missing ingredient that helps electric vehicles move from niche interest to mainstream option. One shopping trip at a time.