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

1. Market Shift/Lift – Two Illustrations
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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
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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
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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
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5. Residential Market Lift: What’s
Going On?
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6. FLASHBACK!
Multiple retail partners.
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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)
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8. Where are we?
2 Retailers
3 states
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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
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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
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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
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12. Chris Cloutier
Market Lift Program Manager
ccloutier@drintl.com
651.644.4017
The Energy Efficiency
Market Experts
www.drintl.com
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