Driving Innovation in Residential Energy Efficiency Programs The Power of Big Data and Closed-Loop Marketing

Transcription

1 Driving Innovation in Residential Energy Efficiency Programs The Power of Big Data and Closed-Loop Marketing

2 WORLD S FIRST ENERGY EFFICIENCY DATA & MARKETING PLATFORM Founded in 2011 in Los Angeles Just raised $5M series A with Obvious Ventures and E.ON Working with governments, utilities, retailers & manufacturers Enervee provides 10x increase in measurable energy efficient purchases Marketplaces live with PG&E, LADWP and Energize CT Launching in Europe 2

3 KEY TAKEAWAYS New real-time market intelligence vastly improves market transparency Closed-loop marketing is needed to convert online shoppers to an addressable audience for efficiency programs ecommerce & digital marketing are being used by utilities to drive product efficiency Creates an ecosystem (utilities, retailers, manufacturers, government bodies ) committed to delivering energy efficiency Enervee Brand Book 3

4 INFLUENCING PURCHASING BEHAVIOR RIGHT PLACE, TIME, INFO Product Universe Shopping Journey MEPS remove worst products #??? "! $ % Innovation strategies = new products # Considered purchase people spend weeks to months researching products 4

5 RIGHT INFORMATION Complete Accurate Relevant Up-to-Date Enervee Brand Book 5

6 RIGHT TIME Capture in-market shoppers Research prior to decision at retail POS a new and critical step (people spend weeks to months researching product) Segmentation by purchasing trigger: crisis buyers home mover buyers time to update? buyers Enervee Brand Book 6

7 RIGHT PLACE Omni-channel shopping demands digital approach Virtually everyone researches products online, using multiple sources One-stop shop improves user experience (info + comparison + incentives) Can reach shoppers at critical point of purchase on retailer websites Enervee Brand Book 7

8 CLOSED-LOOP COMMERCE PLATFORM 8

9 marketplace All-in-one appliance & electronics shopping channel Objective, data-driven, complete Daily Price, availability - online and in-store aggregated user reviews, personalized energy cost & savings, dynamic efficiency rankings Seamless integration into smart meter / behavior programs Up- and cross-selling engine for products and services on retailer sites

10 CATEGORY RESULTS PAGE Live utility marketplaces USA energizect. ladwp. marketplace.pge.com 10

11 PRODUCT PAGE All information shoppers need to make energy-smart purchase decisions in one place Personalized savings estimations & recommendations 11

12 CO-BRANDED INCENTIVE CLAIM EXPERIENCE Request incentive on coyou2. via opt-in Purchase product and sales receipt (to Enervee) $200 Provide contact details and receive incentive payment 12

13 GUIDANCE ON ENERGY 13

14 ECO VIEW & PROGRAM ANALYTICS 14

15 POPULARITY & PRODUCT REVIEWS 15

16 FULL PRODUCT FEATURES 16

17 WHERE TO BUY ONLINE & IN-STORE 17

18 INCENTIVE WIDGET Energy savings based on model and shopper s local utility rate Rebate amount based on CPA Easy rebate opt-in and redemption Don t waste money & energy. Choose this energy-smart water heater with a $500 rebate. Save $6,366 in lifetime energy cost when you buy this Rheem EcoSense HB50ES Electric Water Heater and get a $500 online rebate from PG&E. Get started now! enter your Go! not your utility company? privacy policy enervee 18

19 RECOMMENDATIONS Promote top efficient models with incentives Customers offset higher purchase price with savings on energy cost and rebates Don t waste money & energy. Choose an energy-smart washer with a $50 rebate. $50 REBATE $50 REBATE Frigidaire 3.9 cubic feet front-load washer and save $251 in lifetime energy cost! Samsung 4.2 cubic feet front-load washer and save $279 in lifetime energy cost! not your utility company? privacy policy enervee 19

20 ENERVEE BIG DATA ENGINE: ACTIONABLE REAL-TIME INSIGHTS Data + = Scalable Magic Powerful Insights Product Offers +700,000 Offers Daily Clean Up & Create Unique Products Personalized Lifetime Cost per Usage & Geo Energy Consumption +100,000 Energy Profiles ) Match, Convert, Analyze & Enervee Score Computed Buying Recommendations Utility Rates & Territories +150,000 Rates/Zips Record Daily History of Price, Efficiency & Marketshare Localized Rebates & Eco-Views Certs & Incentives +10,000 Utility Rebates ACTIONABLE information ' 20

21 Utility Marketplaces in the USA Preliminary Insights on Influencing Purchase Decisions 21

22 RESPONDING TO CHALLENGES FACING THE UTILITY INDUSTRY New entrants & distributed generation "It's very clear we won't have a retail energy business in ten years unless we change" Reduced profitability of investments in traditional generation Smart grid & internet of things Energy efficiency mandates > cost-effective savings beyond CFLs Declining energy sales > new revenue streams Competition for residential customers > trusted energy advisor 22

23 UTILITY MARKETPLACES FOR 7.9 MILLION HOUSEHOLDS 23

24 INSIGHT #1 MARKET TRANSPARENCY ALONE CAN HAVE BIG IMPACT Televisions TVs offer 50% savings at no incremental cost 24

25 NO INCREMENTAL COST + ACTIONABLE INFO = COST-EFFECTIVE EFFICIENCY Super-efficient, affordable models are available 40 TVs range in price between $186 $1665 Among models <$400, consumption ranges from kwh/y Marketplace + digital marketing can alert shoppers to such opportunities, without the need for rebates Retail-Price-(USD) >inch-Televisions AEC-(kWh/y) 25

26 INSIGHT #2 CAN INFLUENCE PERCEIVED CHOICE SET Energy Efficiency of Clothes Washers Viewed on PG&E Energy Smart Marketplace vs. US National Average 26

27 INSIGHT #3 ENGAGEMENT IS PERSONAL AND MUST BE ONGOING TO SCALE Individuals are not average actionable information requires personalization (electricity tariff, usage ) Messaging loss avoidance trumps hope of gain Need to be where decisions are made (ecosystem, ongoing relationship) Social networks influential 27

28 INSIGHT #4 SWEEPSTAKES EFFECTIVE TO SCALE ENGAGEMENT Sweepstakes Social Impact Card 28

29 INSIGHT #5 DYNAMIC ENERVEE SCORE MAKES SUPER-EFFICIENCY VISIBLE Among ENERGY STAR Most Efficient 2015 models, Enervee Scores ranges from 82 to 100 Retail price range: $640 to $1,489 29

30 RESOURCE SMART SHOPPING MADE EASY Market transparency critical for lasting market transformation Big data & marketing ecosystem for energy- & water-efficient consumer products Actionable information integrated into shopping journey Unleashing the power of the pocketbook to drive efficiency 50 RETAIL PRICE $396 GALLONS PER FLUSH * RETAIL PRICE $391 GALLONS PER FLUSH *

31 DRIVING INNOVATION IN RESIDENTIAL EFFICIENCY PROGRAMS Delivering unique data, providing swift access to timely, accurate and intuitively easy energy efficiency information on products across all major categories Creating a one-time intervention, converting online shoppers into an addressable audience - buying better to drive savings and customer engagement Building an eco-system, utilities, retailers, manufacturers and government bodies, committed to delivering energy efficiency 31

32 RESIDENTIAL REAL-TIME CONSUMER PRODUCT DATA APPLICATIONS Data & Related Services Codes & Standards Programs Energy Efficiency Programs Emerging Technology Programs Energy performance data by model and market Retail sales price & personalized energy cost estimates Product market share estimates and availability by retailer Closed-loop marketing capabilities Optimizing level of stringency, in light of installed base, new product sales trends and best commercially available technology Estimating Impacts of regulatory changes Automated compliance checking Program optimization through better market data, geotargeting & automation (e.g., dynamic product eligibility, automated online verification of rebate eligibility) New, personalized tools to support multi-channel shopping journey and change purchasing behavior Improved monitoring & verification Analysis of market transformation dynamics Technology assessments Enervee Brand Book 32

33 THANKS FOR YOUR INTEREST Anne Arquit Niederberger - anne@ Alex Katzman Matthias Kurwig Vivian Li 33

34 2015 Enervee This presentation is intended solely for the partner to whom it is addressed. All content remains property of Enervee. Adaptation, use, copying, commercial distribution or distribution to third parties may only be done with the prior consent of Enervee. The realization of any concepts, ideas or designs contained in this presentation is reserved by Enervee. Enervee, Enervee Score, the Enervee Logo and the Enervee Score design are trademarks or registered trademarks of Enervee Corporation. 34