“ChargePlanner doesn’t just deliver insights - it helps us improve how we think, plan, and grow”
For decades, Q8 successfully built and operated fuel stations across Belgium, the Netherlands, and Luxembourg. The strategy was clear and effective: choose high-traffic locations, build a station, and meet drivers where they needed them. But now, moving into eMobility, they see a new kind of challenge - one that lets them build on their strengths in a totally different way.
“EV is a completely different game,” says Jael Gieles, CPO Performance Specialist at Q8. “You don’t just put a charger on any high-demand location. You need to have a deep understanding of who your users are, how they behave, and what a specific location can offer them. That’s where the ChargePlanner solution by RetailSonar has made a huge difference.”
From instinct to insight: transforming their EV location strategy
Before partnering with RetailSonar, Q8’s approach to site selection was grounded in experience, using key indicators like main roads and population density. “It was a practical and effective way to grow our network. But with the shift to eMobility, new tools and insights are required to take that process to the next level. For example, we didn’t know if a road carried 100 000 or 250 000 vehicles per week - and that’s a massive difference,” Jael recalls.
With ChargePlanner, Q8 gained access to detailed, hyperlocal traffic data, population density, competitive insights and grid constraints. “The platform helped us move from scoring models based on limited demographic inputs to more robust, data-backed analyses.” he says. “It allows us to test different scenarios at scale and build a real business case before we even touch the ground.”
Almost 70 operational locations - and counting
The results speak for themselves. Q8 now operates 67 Fast Charging EV sites across the Benelux region, including 40 in Belgium, 23 in the Netherlands, and 4 in Luxembourg. And this is just the beginning.
“Our ambition is to reach at least 200 locations in Belgium within the next five years,” says Jael. “That growth will happen in close collaboration with Storm, our long-standing energy partner in Belgium. Storm also uses ChargePlanner to evaluate opportunities, which means we speak the same language when making site decisions. It’s an incredibly efficient way of working.”
Q8 and Storm jointly assess each proposed site based on traffic potential, neighbourhood dynamics, and expected return. “Sometimes Storm initiates the conversation, sometimes we do - but in the end, we each make our own call using a shared methodology.”
Making better decisions, faster
Internally, ChargePlanner has significantly streamlined decision-making. “We’re now backing the experience of our network development team with strong data-driven insights, making it easier to reach quick, fact-based decisions.” Jael explains. “If a location scores well, we move forward. If it doesn’t, we don’t see the need to further discuss it.”
This consistency is essential when working across multiple countries and teams. “ChargePlanner gives us a unified framework to evaluate sites across Belgium, the Netherlands, and Luxembourg—regardless of local market quirks.”
Tailored strategies for full-service stations and city hubs
With data-driven insights, Q8 now applies a location-specific strategy based on expected user behavior and local context. Along highways and underserved corridors, the company focuses on building full-service stations with food, restrooms, Wi-Fi, and other amenities. In urban areas, it prioritizes compact fast-charging parks near retail centers or neighbourhoods.
“We always consider who’s charging and how long they’ll stay,” says Jael. “That helps us decide whether to go for a quick-charge stop or a place where people can relax and recharge themselves too.”
ChargePlanner also plays a key role in shaping shop partnerships. In Belgium, Q8 collaborates with Delhaize and Panos. In the Netherlands, the team starts working with Bakker Bart to offer fresh food and coffee alongside charging infrastructure.
Working around grid congestion and preparing for what’s next
While Belgium offers relatively accessible grid capacity, expansion in the Netherlands is far more complex. “We regularly find ideal sites where power won’t be available until 2030,” Jael explains. In those cases, we get creative by either using high-end battery systems to offer fast charging at sites with limited grid capacity, or by starting with smaller rollouts.
ChargePlanner helps model long-term site potential even under limited grid conditions. It also supports strategic planning based on the evolving EV customer mix.
“Right now, a lot of our users are driving company cars - people who charge during the workday and don’t mind paying for speed. But consumers are catching up. They’ll be more price-sensitive, stay longer, and expect more from the location. That’s why we already factor in both groups when planning our future network.”
A partner that adapts as fast as we do
Jael emphasizes that RetailSonar’s value goes far beyond its platform. “The ChargePlanner tool itself is powerful—but what really sets them apart is how open they are to feedback,” he says. “I’m not always subtle with my input, but they respond quickly and thoughtfully. They evolve with us, and that gives me confidence in the collaboration.”
That flexibility has made RetailSonar a trusted strategic partner. “They don’t just deliver insights - they help us improve how we think, plan, and grow.”
Scaling smart, not just fast
As the penetration of e-mobility increases, Q8 is scaling its network with precision. “We aim to become one of the top fast-charging players in the Benelux. That’s a challenge—but we know we’re not making decisions blindly,” Jael concludes. “With ChargePlanner, we’re building a future-proof network - one smart location at a time.”
