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CFL TORCHIERE 2004 PILOT

CFL TORCHIERE 2004 PILOT. OUTLINE. OBJECTIVES TORCHIERE MARKET BARRIERS (5 As) STRATEGY PROGRAM DESIGN RESULTS CONCLUSION/NEXT STEPS VIDEO. OBJECTIVES. Acquire 2.4 GWh by stimulating the sale of 12,000 compact fluorescent torchieres (CFTs)

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CFL TORCHIERE 2004 PILOT

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  1. CFL TORCHIERE 2004 PILOT

  2. OUTLINE • OBJECTIVES • TORCHIERE MARKET • BARRIERS (5 As) • STRATEGY • PROGRAM DESIGN • RESULTS • CONCLUSION/NEXT STEPS • VIDEO

  3. OBJECTIVES • Acquire 2.4 GWh by stimulating the sale of 12,000 compact fluorescent torchieres (CFTs) • Drive a greater permanent market share for more efficient lighting by working with existing market channels to overcome the barriers to adoption • Test customer acceptance Note: While SLEDs and CFLs were included in this program this presentation will only focus on CFTs

  4. TORCHIERE MARKET • Approximately 700,000 halogen and incandescent torchieres currently in BC households • The average energy consumed is estimated at 300 watts for halogen torchieres and 150 watts for incandescent torchieres • If each of these torchieres was replaced with a CFL torchiere drawing 55 watts, the annual energy savings would be 175 GWh • CFTs account for less than 4% of all torchiere sales

  5. BARRIERS (5 As) • Awareness - the majority of customers are unaware of the technology • Acceptance - will customers like CFTs as an alternative to halogen or incandescent torchieres • Accessibility - only 1 major retailer currently stocks CFTs • Availability - limited selection • Affordability - $50-70 vs. $18-20

  6. STRATEGY • Partnered with retailers and manufacturers to ensure that the supply of CFTs continues to expand • Promoted CFTs as a replacement to halogen and incandescent torchieres • Offered customers valuable incentives for purchasing CFTs (co-funded with retailers, manufacturers and NRCan)

  7. PROGRAM DESIGN • Two-tier program that offered customers valuable incentives towards the purchase of ENERGY STAR qualified CFTs

  8. PROGRAM DESIGN • Tier 1 • Staged “exchange events” at participating retailers • Events were held from October-December 2004 in the Lower Mainland and on Vancouver Island • PSOT hosted the events & distributed a $30 in-store coupon towards the purchase of a CFT to customers that turned-in an old torchiere • Coupons were only valid on the day of the “turn-in” and at the retailer where the “exchange” was made • PSOT educated customers on the benefits of CFTs • Recycled the old torchieres

  9. PROGRAM DESIGN • Tier 1 (continued) • In order to get a PSOT event, the retailer had to sell qualifying CFT, CFL and SLED products • Retail partners included Home Depot and 9 independent retailers

  10. PROGRAM DESIGN • Tier 2 • A $15 mail-in coupon towards the purchase of a CFT • Did not have to attend an event to acquire a mail-in coupon (available at retail shelves and on the BC Hydro website) • Available to all BC Hydro customers • Valid from October-December 2004

  11. PROGRAM DESIGN • Promotion • Theme - BC Hydro’s “Most Wanted Energy Offenders” • Newspaper • Radio (including retail remotes) • TV sponsorships • Media releases • BC Hydro website • IVR • Bill Insert • PSOT

  12. RESULTS • All participating retailers sold out of CFT product • In the last 2 weeks some events were cancelled due to product shortage • In-store coupons • Passed out 13,673 coupons of which 10,984 were redeemed (80% redemption) • Mail-in coupons • 627 coupons received • Mail-in coupons were pulled after week 2 due to product shortage

  13. RESULTS • Recycled 13,673 torchieres • Over 90% of recycled torchieres were halogen drawing 300 watts • Stimulated the sale of 11,611 CFTs against a target of 12,000 (fell short due to product shortages) • All CFTs sold were 55 watts • Acquired 3.42 GWh against a target of 2.4 GWh

  14. CONCLUSION/NEXT STEPS • An overwhelming positive response from both customers and supply partners • Next Steps • Roll the program out this fall across all of BC for a longer period of time (12 weeks vs. 8 weeks) • Greatly increase the number of participating retailers and manufacturers (287 events vs. 112 events) • Determine a recycling strategy that in coming years the retailers can own

  15. VIDEO

  16. Alicia ForresterProduct Manager(604) 453-6387alicia.forrester@bchydro.com

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