Tanger targets electric vehicle drivers with charging – and marketing

Tanger Factory Outlet Centers Inc. is partnering with a major electric vehicle (EV) charging network provider, and gaining a new marketing channel in the process.

The open-air outlet center operator plans to install Volta DC Fast and L2 EV charging stations at locations in nine markets throughout the U.S. In addition to providing EV charging services, the stations also feature dynamic, 55-inch dual digital screens, that serve as an advertising and communications platform.

Tanger will leverage this media functionality nationally, regionally, and locally, as part of its broader omnichannel marketing partnerships strategy. The company will leverage the charging stations screens to reaching shoppers with promotional messages seconds before they enter a store to make a purchase. 

According to Experian Marketing Services data, implementing Volta stations at mass retail locations drives a higher frequency of visits from high-value shoppers, with 60% - 70% greater spending power than the general visitor. The partnership is expected to grow in the coming months.

A number of other retailers are also partnering with Volta, both for EV charging and for digital marketing services. Walgreens, which helped launch the nation’s first privately funded and comprehensive electric vehicle charging network with an initial station in a Dallas store in 2011, is expanding an existing partnership with Volta. The drugstore giant will install 1,000 DC (direct current) fast charging stalls from Volta, including digital marketing screens, at over 500 stores throughout the U.S.

In addition, department store chain Macy’s expanded its EV charging partnership with Volta in April 2021, and mid-Atlantic grocer Giant Food is offering 100 complementary Volta Charging stations at stores across Maryland. Other U.S.-based retailers offering EV charging stations at select U.S. stores include Walmart and 7-Eleven.

"At Tanger, we are laser-focused on creating long-term value for our customers and retail partners while building strong, vibrant communities and a cleaner, healthier future for us all," said Leslie Swanson, COO of Tanger Outlets. "Our partnership with Volta will provide our customers with a high-value service as they shop while helping our retail partners attract new, loyal shoppers who are in search of a convenient charge. It will also allow our media partners to capitalize on Volta's unique, eye-catching, and sustainable ad platform, further elevating how customers view, shop, and connect with Tanger's brands."

"Our intelligent charging network converts deep behavioral insights into dollars while bringing convenient, reliable charging to places where people already spend time," said Scott Mercer, founder and CEO of Volta. "Reducing carbon emissions while putting drivers and customers first is core to both of our companies' missions, which is why our collaboration with Tanger is a natural fit."

Tanger Factory Outlet Centers Inc. is an operator of upscale open-air outlet centers that owns, or has an ownership interest in, a portfolio of 36 centers. Tanger's operating properties are located in 20 U.S. states and in Canada, totaling approximately 13.6 million sq. ft., leased to over 2,700 stores operated by more than 600 different companies.