Check where the extra sales from a discount come from

Hooping Crane, a plate from John James Audubon's The Birds of America (1827-1838). A crane flies to the place where food is easy to get, and customers go to the lower price in the same way.

Drivers who got a 40% lower price bought 117% more electricity through a UK charger app than drivers who got no offer. But about half of that increase came from drivers who left other payment apps.

The study. Researchers did a field experiment with Electroverse, a UK app that drivers use to pay at public car chargers. They put about 110,000 electric-car drivers into random groups and gave 18 short discounts from December 2024 to March 2025.

The finding. During the discount hours, drivers who got a 40% lower price bought 117% more electricity through the app than drivers who got no offer. Drivers who got a 15% lower price bought 30% more. About half of the extra electricity came from drivers who used the same chargers but paid through other apps before.

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