Check Out the Changing Lighting Market: Characterization and Lift

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Chris Cloutier, Market List Program Manager, D&R International
26th Annual E Source Forum Presentation

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  • Move BDBD above line. Make Lift title bigger.
  • In two words: Yes
  • Add more detail about each state program model. Consider one slide for each state program details.
  • Check Out the Changing Lighting Market: Characterization and Lift

    1. 1. Market Shift/Lift – Two Illustrations 0
    2. 2. 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 1
    3. 3. 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 2
    4. 4. 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 3
    5. 5. Residential Market Lift: What’s Going On? 4
    6. 6. FLASHBACK! Multiple retail partners. 5
    7. 7. 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) 6
    8. 8. Where are we? 2 Retailers 3 states 7
    9. 9. So, What Do We Know? Program Perspective  LIFT!!!! or (lift)  Program execution moves smoothly; planning is long Lessons So Far  Plan around planogram changes!  Forgiveness, not permission  Low-service retail poses challenges  Retailers addicted to buydowns  Manufacturer’s want retailers to succeed  Retailers want to sell LED’s, consumers want to buy efficient incandescents and halogens 8 8
    10. 10. 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 9
    11. 11. 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 10
    12. 12. Chris Cloutier Market Lift Program Manager ccloutier@drintl.com 651.644.4017 The Energy Efficiency Market Experts www.drintl.com 11

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