The Market
In Europe, there are over 40 million personal mobility vehicles, with more than 5 million of them in a country like Spain. As a result, users of these vehicles are changing the way they access shopping centers such as supermarkets and malls.
Users of electric scooters and bicycles have created a growing demand for charging stations and secure parking in shopping centers.
The opportunity
The purchase of goods accounts for 58% of the total trips made by these users. It is often assumed that customers who do not use a car for shopping spend less than those who do. However, this is not the case in total numbers. Personal mobility vehicle users tend to be customers with more frequent shopping patterns.
The following chart 1 shows the number of visits per month by user type:
Although individual purchases are lower than those of car drivers, when considering monthly spending, it can be observed that these users spend between 10% and 15% more, as reflected in the report conducted by Bloomberg.
A Channel for the New Generations
Two out of three personal mobility vehicle users are under 40 years old, meaning that most of them belong to Generation Y/Millennials (born between 1981 and 1993) and Generation Z (born between 1994 and 2010).
It is interesting to highlight how part of both generations have replaced cars with micromobility solutions such as electric scooters and bicycles, increasing the need for charging points in shopping centers.
Helios as a Solution to Increase Customer Acquisition
Since 2022, Solum has been collaborating with leading players in the retail sector to improve accessibility to their centers by installing charging stations for electric bicycles and scooters in more than twenty shopping centers across six countries.
To varying degrees, all centers have experienced improved accessibility, with some registering more than 300 charges per month. The best results have been observed in centers with access to bike lanes.
The following chart 2 represents the monthly usage of the station at a shopping center located in southern Spain.
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