MEEA Technical Webinar Series: Market Lift Programs with D&R International

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In this webinar D&R International discussed what a Market Lift program is, how it differs from traditional incentive programs and why you should consider adopting a Market Lift approach. D&R was joined by WECC who presented the results of the first Market Lift pilot conducted last year in Wisconsin.

Wal-Mart conducted the single most successful CFL promotion in the country – without an up-stream buy-down. They did it by using well-established in-store merchandizing strategies. The only reason other retailers haven’t done the same is that they have not been incentivized in a way which would induce them to do so. What type of incentive program would that be? A Market Lift program.

The Market Lift program provides utilities a platform to capture the power of their retailer partners, eliminate the need for buy-downs and yet still allow a utility sponsor to claim credit for bulb sales. This program design sets sales-targets for the retailer’s efficient lighting sales and rewards them for achieving them. This program model also generates full category sales data, which enables much more accurate evaluation, measurement and verification. It also does so in close to real time (at two week intervals) so that retailers, program sponsors and regulators can assess program performance and make adjustments to keep the program on track.

This presentation provides an overview of the program design concept, results and lessons learned from the first pilot in Wisconsin and a preview of a multi-state pilot that is currently being planned. If you are looking for a lighting program design that will help you escape net-to-gross reductions, is based on actual sales-data and catalyzes the power of your retail partners, you’ll want to view this webinar.

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