2013 sedi clothes dryers summit 7 promotion session_sedi


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2013 sedi clothes dryers summit 7 promotion session_sedi

  1. 1. Super Efficient Dryer Initiative Efficiency Program, Industry, and ENERGY STAR Promotions in 2013/2014 1
  2. 2. Session Agenda & Objectives Agenda • Updates from the EPA on the Emerging Technology Award and the ENERGY STAR specification • Introduction to Samsung’s Emerging Technology Award clothes dryer and customer research • SEDI and SEDI sponsor discussion of promotional plans for efficient clothes dryers in 2014 and beyond Objectives • Identify Major Drivers for EE Industry & the Opportunity for Efficient Clothes Dryers • Discuss Multiple Paths to Market and Partnership Opportunities between EE Programs and Industry 2
  3. 3. Big EE Goals = Big $$$ • EE Budgets forecasted to double by 2025 • Increasing savings targets with fewer opportunities 3
  4. 4. US Market for Clothes Dryers Source: CLASP 2013 Report “Analysis of Potential Energy Savings from Heat Pump Clothes Dryers in North America”
  5. 5. Same Dryer, Different Home • Dryers represent largest remaining appliance savings • In High Performance Homes, dryers are 3rd largest single load behind space and water heating
  6. 6. The Tipping Point (Will this Look Familiar in 10 years?) • New DOE Test Procedure (Effective Sept. 2013) • New ENERGY STAR Label for Dryers (Q1 2014) • 26 Efficiency Programs offer CW rebates (CEE 2012) 6
  7. 7. Price, Performance & Multi-tiered Programs 2014/2015 2013/2014 2014 + $300 Next Tier: 40-60% savings 2013/2014 ENERGY STAR Emerging Technology Award: 30% savings ENERGY STAR Label: 20% savings + $100 + $50 7
  8. 8. Multiple Paths to Market Upstream Midstream Downstream Source: CEE National Residential Home Appliance Market Transformation Strategic Plan 8
  9. 9. Multiple Program Opportunities Products / Retail Existing & New Home Programs Multifamily Programs 9
  10. 10. What Does Efficient Laundry Look Like? And to Whom? Customer Quality, low price, feature rich, gentle on fabrics, safe, reliable, easy and flexible installation, lower cost to operate Utility / DOE / ENERGY STAR Customer satisfaction, real energy savings, “smart grid” ready, range of price and performance, voluntary vs. mandatory, balance of product availability and brand protection Manufacturers Customer satisfaction, increasing retail market share and sales, protect margin, international visibility to standard changes, price support, brand appeal Retailers Customer satisfaction, increasing customer base and sales, protect margin, coordinated & simple incentive programs, product diversity and brand appeal “ENERGY STAR products are independently certified to save energy without sacrificing features or functionality.” 10
  11. 11. Retail Promotions • Double-down on rebates with existing clothes washer programs • Align with retailer and manufacturer promotions (e.g. Black Friday) • Engage retailers and manufacturers in targeting customers through social media • Get early experience with pilot initiatives prior to ENERGY STAR specification roll-out • Possible mid- and up-stream promotions i.e., Retail Action Council 11
  12. 12. Early Promotions 12
  13. 13. Home Retrofits • Nationally - Over 80% of existing dryers are electric • High coincidence between dryers and A/C (FSEC) • Dryers can be an important part of whole house retrofit programs 13
  14. 14. New Construction • Opportunity to add ENERGY STAR dryers as a prescriptive requirement within New Construction programs • Particularly important in super-efficient homes o Electric dryers are 3rd largest load in high performance homes (Efficiency Vermont) 14
  15. 15. Early-Replacement/ Retirement Programs • Increased first year savings for removal/recycling of existing washer & dryer • Piggy-back rebates for greater customer and retailer engagement • Mid- and up-stream partnership opportunities for replacement of ENERGY STAR® laundry pairs 15
  16. 16. Low Income Programs • Some low income programs already upgrade clothes washers • Opportunity to include efficient clothes dryers to deliver additional value to this customer segment and additional savings to programs 16
  17. 17. Multifamily Programs • Multifamily properties including apartments, condos & senior living all offer significant opportunities for high efficiency laundry “Space saving ventless washer and dryers…allow architects to design installations virtually anywhere in the residence, while saving important dollars in construction costs.” “The construction savings in simply rerouting electrical and plumbing lines rather than installing new vents and pluming stacks throughout a building can be anywhere from $700-$2000 per unit.” 17
  18. 18. Open Discussion 18
  19. 19. Contacts Chris Badger VEIC cbadger@veic.org Doug Czerwonka Samsung Electronics d.czerwonka@samsung.com Abigail Daken US EPA Daken.Abigail@epa.gov 19