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AESP Spring Conference

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Moving Beyond Incentives: Using Program Data to Transform the Grocery Marketplace in the PNW

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AESP Spring Conference

  1. 1. Moving Beyond Incentives: Using Program Data to Transform the Grocery Marketplace in the PNW Stephen Achilles May 13, 2014
  2. 2. A New Model
  3. 3. • Introduction • The How • Behind the success • Implication Overview
  4. 4. Markets Served
  5. 5. 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
  6. 6. Three Changes
  7. 7. Resulting Impact • 90% market penetration • Expanded into related markets • New technology • introductions • Over 250M kWh in top 4 years
  8. 8. HOW ESG USED DATA
  9. 9. Program Data Audit data Installed Measures Market TrendsIndustry relationships
  10. 10. Promotions: The $2M Drive for Savings • Limited time promotion • Bonus incentive dollars • Measures of interest • Improve the Grocer’s business
  11. 11. How it Worked Grocer suggestion Plan the promotion Utility approval Begin campaign
  12. 12. Campaign • Select measures and incentives • In-person, mail and e-mail/fax • Utility involvement • Limited time
  13. 13. Major Impact • Demand increase • Spoke grocer’s language • Powerful call to action • Market velocity
  14. 14. Buying Groups: Floating Head & Suction
  15. 15. How it Worked Grocers interested but no purchased Group prospects by geography RFP Process Begin projects
  16. 16. Major Impact • Demand increase • Price reductions of almost 30% • Market awareness • Pricing stayed low • Reduced energy bills
  17. 17. Buy Down
  18. 18. How it Worked Manufacturer interest Grocer interest RFP Process Begin projects
  19. 19. Major Impact • Demand increase • 38% price reduction • Increased revenue for contractors • Pricing stayed low • Opened new markets • Multiple measures implemented
  20. 20. BEHIND THE SUCCESS
  21. 21. Trustworthiness 𝐶𝑟𝑒𝑑𝑖𝑏𝑖𝑙𝑖𝑡𝑦 + 𝑅𝑒𝑙𝑖𝑎𝑏𝑖𝑙𝑖𝑡𝑦 + 𝐼𝑛𝑡𝑖𝑚𝑎𝑐𝑦 𝑆𝑒𝑙𝑓 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡
  22. 22. Market Knowledge National Chains Regional Chains Local Chains Independent Stores Industry Associations Ethnic Grocers Refrigeration Contractors Electrical Contractors
  23. 23. Data Accuracy • RFPs • Bidders requirements • Additional incentive pool • Future credibility
  24. 24. IMPLICATIONS
  25. 25. Market Transformation Behavior Change Market Aware- ness Demand Creation
  26. 26. Contact Information: Stephen Achilles ConserveNW 800.789.4389 sachilles@conservenw.com www.conservenw.com
  27. 27. Save The Dates For more information - www.aesp.org AESP’s Summer Conference San Francisco, CA AESP’s National Conference Orlando, FL Aug. 4-6, 2014 Feb. 9-12, 2015

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