Moving Beyond Incentives:Using Program Data to Transform the Grocery
Marketplace in the PNW
Stephen AchillesMay 13, 2014
The data in our programs is a deeply underutilized opportunity.
• Introduction
• The How
• Behind the success
• Implication
Overview
Markets Served
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
Three Changes
Trust Formula
Resulting Impact• 90% market penetration
• Expanded into related markets
• New technology
• introductions
• Over 250M kWh in top 4 years
HOW ESG USED DATA
Program Data
Audit data Installed Measures
Market TrendsIndustry relationships
Promotions: The $2M Drive for Savings
• Limited time promotion
• Bonus incentive dollars
• Measures of interest
• Improve the Grocer’s business
How it Worked
Grocer suggestion
Plan the promotion
Utility approval
Begin campaign
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
Buying Groups: Floating Head & Suction
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
Buy Down
How it Worked
Manufacturer interest
Grocer interest
RFP Process
Begin projects
Major Impact• Demand increase
• 38% price reduction
• Increased revenue for contractors
• Pricing stayed low
• Opened new markets
• Multiple measures implemented
BEHIND THE SUCCESS
Trustworthiness
𝐶𝑟𝑒𝑑𝑖𝑏𝑖𝑙𝑖𝑡𝑦+𝑅𝑒𝑙𝑖𝑎𝑏𝑖𝑙𝑖𝑡𝑦+ 𝐼𝑛𝑡𝑖𝑚𝑎𝑐𝑦𝑆𝑒𝑙𝑓 𝐼𝑛𝑡𝑒𝑟𝑒𝑠𝑡
Market Knowledge
National Chains
Regional Chains
Local Chains
Independent Stores
Industry Associations
Ethnic Grocers
Refrigeration Contractors
Electrical Contractors
Data Accuracy
• RFPs
• Bidders requirements
• Additional incentive pool
• Future credibility
IMPLICATIONS
Market Transformation
Behavior Change
Market Aware-
ness
Demand Creation
Save The Dates
For more information - www.aesp.org
AESP’s Summer ConferenceSan Francisco, CA
AESP’s National ConferenceOrlando, FL
Aug. 4-6, 2014
Feb. 9-12, 2015
