Go Big and Stay Home: Energy New England’s Big Success with Online Energy Efficiency
WRITTEN BY team energyx ∙ TORONTO, ONTARIO
Energy New England (ENE) began offering video in-home assessments in March in response to the COVID-19 pandemic limiting the ability to visit customers in their homes. This shift to online services prompted them to begin exploring additional digital tools that they could provide to help customers access energy efficiency and make energy-saving decisions and investments for their homes. For these reasons, they started exploring their options for an online marketplace:
“Energy New England (ENE) is committed to providing the best products and services to our utility clients. We recognized that digital tools are more essential than ever, and a marketplace would allow Municipal Light Plant (MLP) customers to purchase recommended energy savings products and receive rebates instantly.” said Kristin Dupre, ENE Director of Demand Side Management.
Instead of a standalone retail platform, ENE decided to go bigger and choose a marketplace that was embedded within an online energy assessment. This integration allowed ENE to empower customers with a user-focused efficiency roadmap before they even reach the marketplace, and ensures that they are being presented with products that fit their unique circumstances. The Integrated Intelligent Marketplace is designed to eliminate purchase paralysis by presenting customers with a streamlined selection of recommended products unique to an individual’s energy savings profile.
ENE launched the MyEnergyXpert Integrated Intelligent Marketplace from EnergyX Solutions in September of 2020, and has achieved out-of-the-gate success. In the first month, ENE is boasting conversion rates of 40% and has already generated an industry-leading 12% uptake on their free energy saving kits. Uptake of the ENE MyEnergyXpert platform stands at an annualized rate of 7.2%, with over 450 unique savings profiles created on the platform in the first month.
Traditional marketplaces are divorced from the energy efficiency experience and only present customers with a broad, non-personalized list of products that require the customer to self-diagnose their own energy needs. By choosing to use the MEX Integrated Intelligent Marketplace, ENE was able to empower customers to immediately act on product recommendations that are specific to their needs – everything from light bulbs and thermostats to air conditioners, water heaters and washer-dryer units.
ENE’s success speaks to the importance of beginning any marketplace transaction with an energy assessment, but also to the groundwork laid by ENE’s MLP members to promote this new digital opportunity. The Belmont Municipal Light Department and The Middleborough Gas & Electric Department both built trust with their customers in anticipation of the launch by sharing their own direct emails that spelled out their excitement for this self-service offering.
“By providing this easier, online service, we meet some important goals to guarantee conservation services are available for all residential customers – even those who are struggling to find time for a virtual-but-live energy audit. This new service works as a perfect gateway to engage our hardest-to-influence home-owners.” said Sandra Richter, Public Communications Manager at Middleborough Gas & Electric Department.
Ben Thiverge, Energy Specialist at Belmont Municipal Light Department stressed the importance of using digital tools to evolve the industry. “In addition to allowing us to connect with our customers in a safe and convenient manner, MyEnergyXpert positions Belmont Light to progress from a traditional utility to more of a trusted partner and advisor as our industry continues to evolve in that direction.”
Not even a month since launch and ENE is on track to achieve 7X the industry average for uptake of an online energy assessment. These high conversion and usership rates are a result of the differentiated approach taken by EnergyX and ENE ranging from the concerted marketing processes, the positioning of the free energy savings kit, to the data-driven MyEnergyXpert user experience. ENE is seeing their high conversion rate on free energy kits translate into sales of larger ticket items as well. These early successes underscore the importance of a holistic marketplace approach, encapsulating innovative marketing outreach, a user focused energy efficiency journey and a free energy kit to incentivize re-engagement.
The future is definitely bright (and digital) for energy efficiency in New England!
