Mapping mobility hubs

As fueling destinations evolve to incorporate a broader array of fuels and convenience services, these emerging amenities are reshaping site selection criteria. We delve into how this transition influences location strategies to accommodate evolving mobility trends.

The future of transportation is marked by ongoing advancements in alternative fuels and a concerted move towards more sustainable and convenient mobility models. From the proliferation of micromobility options such as bikes and scooters, to the rising popularity of car sharing and Mobility-as-a-Service solutions, the industry is witnessing a dynamic transformation.

For retailers, this paradigm shift translates into a more complex development of their retail network. The traditional on-the-go spot for refueling and grabbing a coffee is transitioning into a multifaceted facility in need of more real estate potential to offer an array of energy options, comfortable spaces, new amenities, proximity to other means of transport, and more. How is this new approach impacting site selection for locating these facilities?

Data marks the spot

Knowing where to locate a new site requires careful consideration. Balancing the benefits for both the retailer and the target consumer of a certain area is no longer enough, as the ongoing evolution of the industry continually introduces more variables to the equation. Data mining plays a crucial role in this process, yet the challenge lies in analyzing information to gauge the true potential of these sites.

Rich Wilcox, EV Product Lead at Kalibrate | © Kalibrate

“Some are obvious, like traffic, population, number of registered EVs within a drive-time-based trade area, etc. These data points help assess the potential of a new mobility hub or upgraded offer incorporating EV, but they only tell part of the story. Mass mobile data will show you the transiency of an existing location; where do visitors live and work, and how far do they travel to get to this location,” explains Rich Wilcox, EV Product Lead at Kalibrate.

Using this dataset as a foundation can trigger further analysis to understand the type of consumer targeted, such as demographic data, customer behaviors, real estate information, and grid status. He highlights the importance of assessing both trade area and site characteristics of existing locations to understand what can truly make a mobility hub successful in a certain area.

Future mapping

Wilcox emphasizes the necessity of grasping not only the current potential of mobility hubs but also comprehending "the long-term trajectory to ensure adequate planning for the future." While the energy transition plays a huge role in service stations evolving into mobility hubs, what other trends are shaping the future of mobility?

MJZ's design "Flagship filling station of the future"

According to McKinsey & Company’s 2023 study ‘The future of mobility,’  there is projected to be a 15% decrease in the share of passenger miles traveled (PMT) by private cars by 2035. Public transportation and micromobility services are expected to experience an increase in PMT during the same period, potentially becoming preferred transport modes rather than last resorts for individuals who cannot afford cars.

Although the research stipulates that these changes will predominantly manifest in urban areas and may vary regionally, these insights provide clues about other factors that can influence site selection processes. Instead of solely focusing on the reduction in the number of cars on the streets, this projection can aid in guiding mobility hub geo-location to capitalize on these emerging trends. Key indicators such as public transport stops, green spaces, and high-traffic downtown areas can offer better guidance on where a new hub would be effective.

The traditional approach of selecting locations based solely on traffic and fuel consumption metrics is evolving into a more comprehensive and strategic process. With the emergence of new fueling options and convenience services, combined with evolving mobility trends, retailers are compelled to rethink their network's distribution. This entails not only understanding the current landscape but also anticipating future developments.