Shell Recharge, Shell’s electric vehicle (EV) charging division, wanted to expand its business model to sell EV charging kits and installation services directly to consumers. Using the BigCommerce platform, Coherence helped Shell Recharge launch their online sales platform, allowing customers to research, configure, and order their own EV charging kits with installation.
The Challenge
Shell Recharge initially operated as a B2B service provider for EV charging, but with the growing demand for electric vehicles, they needed to pivot to a direct-to-consumer (D2C) business model. This required creating a new e-commerce website that could:
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Serve as an information hub for the Shell Recharge business.
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Facilitate the sale of EV charging kits and installation services.
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Provide a seamless, user-friendly experience for consumers to research, configure, and purchase the appropriate kit for their vehicle.
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The new website also needed to integrate Shell’s NewMotion EV databases, accommodate regional variations, and offer multi-language support.
Our Approach
- Platform and Component Integration
Coherence utilised BigCommerce’s page-builder tool to create marketing pages for the site, integrating regional public charging network maps and a custom-built product configurator in React. The configurator connects with Shell’s NewMotion EV databases and BigCommerce’s Storefront GraphQL, Cart, and Checkout APIs, providing a dynamic and tailored experience for consumers.
- Guided User Experience
We designed a guided order creation process that leads customers through pre-qualification questions to help them select the right hardware based on their vehicle’s make and model. The system also provides estimated charging times for the selected combination of vehicle and charging point. Customers can further customise their order by selecting hardware colour and specifying installation requirements, home electricity setup, and eligibility for discounts.
- Regional Support and Multi-Language Functionality
The site was initially launched in the UK, with regional language and currency variations for the Dutch, German, and French markets set to follow. The multi-language support ensures that the platform can be adapted to meet the specific needs of each region.
Testimonial
“Coherence played a critical role in launching our online sales business. Their understanding of the platform and commitment to delivering seamless experiences online helped us deliver one of the first self-service purchase experiences for home charge points. That’s great for customers and great for Shell too.”
Oliver van Bilsen
Global Head of Digital, eMobility
The Outcome
The Shell Recharge website successfully launched in the UK, providing consumers with a seamless, self-service platform to purchase EV charging kits and arrange installation. The site’s guided configurator and tailored user experience have made the purchasing process smooth and efficient, setting a strong foundation for future regional launches.
Key outcomes:
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Successful UK launch with regional expansions planned for Dutch, German, and French markets.
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User-centric design providing a tailored, guided experience for EV owners.
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Further enhancements planned to continually improve the experience for both consumers and the sales team responding to orders.
About Shell
Shell UK is a leading energy company that provides a wide range of energy solutions, including oil, gas, and renewable energy. With a focus on driving innovation and sustainability, Shell UK is committed to supporting the transition to cleaner energy through initiatives like electric vehicle charging, low-carbon fuels, and renewable power generation. Shell UK is dedicated to helping the UK achieve its net-zero emissions goals.
