In our recent blog, Rethinking Energy Efficiency in the U.S. we looked at the United States’ new focus on electrification and how energy companies can increase adoption of electrical appliances and products. For energy suppliers, understanding your customers is key to designing effective electrification programs and services. You can save time, resources and money by identifying and segmenting those customers that would be receptive to converting to electrical technologies. By narrowing down your audience and targeting them with messages that address their motivations for and barriers to purchasing each technology, you’re far more likely to improve conversion rates.
Insights provided by E Source’s 2021 Residential Electrification Survey suggests that people in the U.S. who are most likely to purchase heat pumps, heat-pump water heaters (HPWHs) and induction cooktops share similar characteristics. These are the types of customers that energy suppliers in the States need to be targeting:
- Age – 25-44
- Live in urban areas in the Middle Atlantic or South Atlantic US Census divisions
- Tend to have a bachelor’s degree or higher
- Are typically families with children
- Have a household annual income of $100,000
- Are motivated by safety and reliability to purchase electrification technologies
According to the research, barriers to purchase for this customer segment include:
- Satisfaction with their current system was a top barrier to purchase
- Concern with the hassle of changing their current system
- Concerns of costs associated with changing systems
Next steps
Advizzo can use your customer data to segment the appropriate target audience within your customer base. Using Behavioral Science based techniques, we will then engage with them and nudge them with messages aligned to their motivations and barriers. You can find out more about our solutions in our blog – why nudging and empowering customers is critical to energy transition.
Discover how we are working with Trukee Donner Public Utility District in California and Sacramento Municipal Utility District in the U.S.
Talk to us today to learn more about our behavioral science-based customer engagement programs – we’d love to hear from you.