Black Friday may have been just what utilities and their customers needed after what has been a grueling 2020. From November 16th to December 2nd, over 20 utility clients participated in offering unparalleled deals on smart thermostats from Google, ecobee, Emerson, and Honeywell. Utility customers could purchase thermostats with generous manufacturer discounts on top of the everyday rebate offered by their utility. These stacked savings gave customers access to the best deals available - those that could not be found on Amazon or in other retail stores. The result was the sale of tens of thousands of thermostats and a successful Black Friday promotion for EFI, utilities, and their customers alike.
Utilities marketed to the promotion through a combination of emails, social media, and direct mail, each strategically sent to optimize sales from beginning to end. From day one, participating marketplaces saw impressive increases in both traffic and sales - not only on promotional thermostats, but on other energy saving products as well.
At the tail end of the promotion, utilities sent FOMO (fear of missing out) emails to create a sense of urgency in customers. This resulted in large increases in traffic and conversion rates across marketplaces – some experiencing traffic increases upwards of 300% and peak conversion rates over 20%.
The deeply discounted Emerson Sensi was the top seller, followed by the ever-popular Google Nest Leaning thermostat. Shown here, the new Google Nest - a new product that was not on promotion and rebated only by utilities, was also a big hit.
All thermostats included in the Black Friday promotion earned the ENERGY STAR label and are certified to deliver energy savings. Utilities who participated were not only to offer their customers upfront savings on a smart thermostat, but a way to help them save for years to come.
On average, the smart thermostats sold during the promotion will save:
We are very excited to be able to combine the convenience of online shopping with the importance of energy and water efficiency. Customers can have a personalized shopping experience and know they are purchasing high-end products that will help them save energy and water.Steve Z. General Manager
We had just moved to our new home and really needed to shore up the heating system, figure out how we could afford new windows (they were original), and find out why our heat never stayed in the house. We worked with MassSave and EFI to assess our home, qualify for, and fulfill a heat loan. We were up and running with a new heating system, with a zero interest heat loan in about a week! This couldn't have been easier, and, to be honest, more needed. Thank you EFI and MassSave!Ryan D, Mass Save Marketplace Customer
We’re excited to partner with EFI! Using our existing programs, customers have saved millions of dollars in energy costs over the years. The PPL Marketplace certainly will add to those savings.Mary Ann M. Manager of PPL’s residential EE programs
We worked with EFI to create a product marketplace to offer our customer base an easy to use shopping portal. Our goal this year was to move 500K bulbs across all of our jurisdictions, and the EFI's marketplace and marketing expertise ensured that that number was hit by Q3. These guys know what they are doing, its just that simple.Ron S. Manager – Planning and Evaluation
I am always very happy with your service. I am proud that you want to help us save energy - I bought a ton of light bulbs. Thank you for being one of the few services I use that I can feel good about!Tracey Kitchens - Marketplace Customer
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