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Moving Beyond Incentives:Using Program Data to Transform the Grocery
Marketplace in the PNW
Stephen AchillesMay 13, 2014
A New Model
First Two Years - Mediocrity
• Started in 2005• Standard approach for a year and half• Measures installed• Free gaskets• Free vending misers• Low cost or free strip curtains
• Fly by night contractors
Resulting Impact• 90% market penetration
• Expanded into related markets
• New technology
• introductions
• Over 250M kWh in top 4 years
Promotions: The $2M Drive for Savings
• Limited time promotion
• Bonus incentive dollars
• Measures of interest
• Improve the Grocer’s business
Campaign
• Select measures and incentives
• In-person, mail and e-mail/fax
• Utility involvement
• Limited time
Major Impact
• Demand increase
• Spoke grocer’s language
• Powerful call to action
• Market velocity
How it Worked
Grocers interested but no purchased
Group prospects by geography
RFP Process
Begin projects
Major Impact
• Demand increase
• Price reductions of almost 30%
• Market awareness
• Pricing stayed low
• Reduced energy bills
Major Impact• Demand increase
• 38% price reduction
• Increased revenue for contractors
• Pricing stayed low
• Opened new markets
• Multiple measures implemented
Market Knowledge
National Chains
Regional Chains
Local Chains
Independent Stores
Industry Associations
Ethnic Grocers
Refrigeration Contractors
Electrical Contractors