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Chris Cloutier, Market List Program Manager, D&R International 26th Annual E Source Forum Presentation
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Market Shift/Lift – Two Illustrations
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Commercial Lighting Market Shift Project
Upstream program designed to test Market Shift principles as part of Pacific NW’s desire to re-focus efforts in commercial lighting
Program sponsors
5 area lighting distributors
• BIG to small
• Multiple locations; across Pac NW Will engage manufacturers
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Project Focus
Direct sales of low-wattage T8’s to maintenance market• Under-served market• New savings opportunities
Low-wattage T8’s• New product offerings• External rating (CEE-listing) available
New data-sets• Longitudinal, location-specific sales-data• Direct, timely sales-data• Covering variety of products
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What Does Success Look Like?
Build relationships with distributors• Demonstrate value of BPA/NEEA
programs• Develop trust around data
Demonstrate upstream incentives increase product sales• By volume primarily• Ideally changes market share
Get good data• Accurate• Expands BPA/NEEA understanding
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Residential Market Lift: What’s Going On?
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FLASHBACK!
Multiple retail partners.
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Planned Key Pilot Outcomes
Proof of concept for lift• How can utilities incentivize retailers to drive sales?• How do different program models affect outcome?• Do Lift Programs provide cost-effective savings?
Key data regarding lighting programs• Baseline sales – volume, wattage• Savings derived from lift• Post-EISA sales tracking (separate report)
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Where are we?
2 Retailers 3 states
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So, What Do We Know?
Program Perspective LIFT!!!! or (lift)
Program execution moves smoothly; planning is long
Low-service retail poses challenges
Manufacturer’s want retailers to succeed
Lessons So Far Plan around planogram
changes!
Forgiveness, not permission
Retailers addicted to buy-downs
Retailers want to sell LED’s, consumers want to buy efficient incandescents and halogens
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So, what about sales?
Spotty so far
Both OR and VT have seen mixed results on sales• Volumes remain low• Can see significant change from month-to-month, and even
within a month• Corporate commitment hasn’t trickled down to store-level;
corporate pushing to drive great store-level engagement• Lighting is not a priority category at Kmart – but driving changes
to category to increase selection• Engaging the manufacturer now to drive sales
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What’s Next?
Extend Kmart pilot in OR and VT
Monitor and track Costco pilot in MA
Develop Post-EISA market-share report
Final Reports due early ‘14
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Chris CloutierMarket Lift Program [email protected]
The Energy Efficiency Market Experts
www.drintl.com