Webinar: Serving All Customers with Utility Energy Efficiency Programs
1 p.m. MT
Small businesses represent 90 percent of US businesses, consume about 20 percent of the energy and are of vital importance to our national economy, even more so in small towns and rural areas. Yet, utilities spend less than 4 percent of their energy-efficiency budget on these customers.
A new report from the American Council for an Energy Efficient Economy (ACEEE) looks at ways utilities can tap that potential for energy and demand savings in the small business sector. Big Opportunities for Small Business: Successful Practices of Utility Small Commercial Energy Efficiency Programs identifies successful practices and emerging approaches for reaching those notoriously hard-to-access customers. The report then covers the major structural and organizational barriers that continue to stand in the way of fulfilling the energy needs of small businesses.
Diversity creates challenges
Those barriers include lack of staff, time and money, and the fact that many small businesses rent or lease, rather than own, their buildings. Customers across all sectors are often unaware of utility program offerings and the benefits of energy efficiency in general, and small business owners are no different in this respect.
But even addressing these challenges may not be enough to persuade small business customers to make upgrades that capture deep savings. Utility program managers, as well, may lack the resources to design, promote and provide programs that garner broad participation. The diversity of the small business sector, in terms of industry, energy uses, savings opportunities, financial needs, languages spoken, building types and cultures have important implications for program design.
Don’t stop at lighting
Facing such a broad range of needs, many utilities take a “one-size-fits-all” approach, focusing on the low hanging fruit of lighting upgrades. ACEEE research showed that even among several well-established programs, 90 percent of electric savings come from lighting—and not without good reason.
Almost every type of small, non-residential utility customer sees a quick payback and cost-effective savings from installing such measures as linear fluorescent and LED lamps, fixtures and controls. Adding direct—or even free—installation of qualified measures and high rebates make participation easier, and business owners start saving money right away.
Yet, utilities miss many opportunities by not looking at a wider variety of energy end-uses. In small grocery stores, for example, refrigeration can represent as much as 57 percent of the total electricity consumption. Also, most small business programs are electric only, and don’t provide any natural gas- and water-saving measures for space and water heating or cooking. Electric-only utilities might consider partnering with water and natural gas providers to create integrated efficiency programs.
Report authors studied leading small business efficiency programs to find emerging trends that are delivering results today and point to a future for program designs and features. A more customized and customer-centric model is the key, according to the report. Recommendations include:
- Segment your market and design customized offerings for each sub-segment
- Provide personalized and relevant messages through targeted marketing and communications
- Offer zero- or low-interest financing to encourage comprehensive retrofits and deeper savings
- Offer a wide set of eligible measures, for multiple end-uses, based on target market research and data analytics
- Where possible, assign dedicated project managers to give customers direct technical assistance, education and support
- Establish partnerships with the local Chamber of Commerce, small business advocacy organizations and community groups to gain access to more commercial customers and engage them as trusted local partners
Download the report to learn more, or register for Serving All Customers with Utility Energy Efficiency Programs on Dec. 6. This upcoming webinar looks at providing energy efficiency for hard-to-reach customer groups, including small businesses. ACEEE is partnering with Efficiency Cities Network to present a series of webinars on cities and the transformation of the utility industry. Past topics include:
Source: American Council for an Energy Efficient Economy, 11/21/16