Promotional program for Dutch retailers
Promotional program for Dutch retailers
This spring, three Dutch electric utilities and NOVEM, the Netherlands Agency for Energy and the Environment, introduced a program called the Domestic Energy Advisor (Spaarstroomadviseur) in cooperation with the Dutch Electric Retailers Union. This program is aimed at motivating retailers to become more active in promoting residential energy-efficient lighting products, and it offers various forms of retail support.
When suppliers and utilities combined their efforts in residential incentive programs promoting the use of CFLs, these program were very successful. When it came to CFL sales per capita, the Netherlands soon ranked among the highest in the world. It was assumed that after a few years of incentive programs, the residential CFL market would be self-sustaining. However, when the utility incentive programs ended, CFL sales dropped dramatically. The drop in sales was ascribed largely to the lack of motivation and poor involvement of the retailers.
The Domestic Energy Advisor program recognizes the crucial role of the retailer: The retailer, of course, sells lighting equipment to the consumer. But in the eyes of the customer, the retailer also has expert knowledge about energy-efficient lighting. However, according to NOVEM surveys, retailers seem to be hesitant to stock CFLs and other efficient lighting products because of the long-life cycles of such equipment.
The basic approach of the program is simple: Each retailer meeting the minimum criteria will be approved by the utility and promoted as a "top level retailer". Retailers will be offered free publishing space in some publications, and the utilities will promote them in local television and other media. Retailers will also get financial incentives if they use certain promotional material in newspaper ads, etc. The utility also supplies the retailers with small gifts that they can give to their customers. If a customer asks the utility for advice, they will be encouraged to visit an approved shop in their area.
The program starts with the electric utility inviting all retailers that sell lighting products in its service territory to participate. To be able to participate, the retailer must meet the following criteria:
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The retailer must stock a comprehensive range of current residential lighting products (including lamps, luminaires, and switches);
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At least one staff member must meet certain qualification criteria;
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Energy-efficiency must be promoted intensively; and
- The retailer must agree to keep a special shop profile, using specific promotion materials.
Retailers that apply for a position as an approved Domestic Energy Advisor will receive an information kit and a manual. During an information session, retail staff will have to pass an examination, based on material they received, in order to obtain a personal certificate. The session includes a pep talk, led by a professional entertainer. When the retailers leave the session as approved Domestic Energy Advisors they are provided with a complete kit containing promotional materials and a certificate for their shop.
Furthermore, a newsletter from the utility will be sent out to the retailers on a regular basis, and as an extra service the retailer is offered an article clipping service, covering articles on new energy-efficient products and other relevant issues.
The first certificates have been granted to 400 people employed by some 250 retail shops in the service areas of the three participating utilities, covering more than 1 million households (in the provinces of Amsterdam, Noord Holland, and Overijssel). Manufacturers interested in the program are welcome to support it, although individual brands never will be promoted under this program.
Other Dutch utilities are also considering the possibility of adopting the program for use in their own service territories, as part of their commitment to the national Energy Action Plan. The inclusion of retailers selling other domestic appliances, including TV and video, is currently being considered. This should also fit well with a national utility rebate program for energy-efficient refrigerators and freezers, as well as with the introduction of a European labeling system for freezers and refrigerators, to be launched January 1, 1995.
The program will be thoroughly evaluated early next year.
Boudewijn Huenges Wajer
See also:Holland turns the Tide, IAEEL 1/92) For more information, contact:
Coen Bertens
Project "Spaarstroom", c/o EIM
Tel: +31 79 44 84 95
Fax: +31 79 41 51 24