program plan - Entergy New Orleans, Inc.

Program Name
Consumer Products Program
Program
Objective
The objective of the Consumer Products Program is to generate significant energy and
demand savings through the sales and installation of energy-efficient compact florescent light
bulbs, LED (light omitting diode) lighting and room air conditioners sold in retail stores. The
program will lay the foundation for developing retailer and manufacturer partnerships
supporting the integration of additional measures during the next program filing cycle.
The Consumer Products Program will achieve energy savings by motivating and incenting
customer purchases. The program addresses multiple products delivered by retailers,
streamlining communication and increasing the value proposition to retailers and
manufacturers.
Customers will receive point-of-purchase discounts lighting. Customers may receive a point-of
purchase-discount on room air conditioners or downstream direct to customer utility rebate
on qualified, pre-selected energy-efficient products. The incentive delivery approach for room
air conditioners will be determined by the retailer’s ability to meet program data
requirements. Promotional materials in retail locations, online and other mass marketing
channels will drive consumer awareness and generate consumer demand.
Program
Description
The program is designed to overcome market barriers to the stocking, sale, and purchase of
efficient products. Current market barriers include:
Limited consumer awareness about the availability, benefits and features of efficient products,
proper selections and proper installation.
Higher first cost of efficient products for consumers which can drive consumer choice to
inefficient alternatives.
Consumer and retailer sales associates lack knowledge on the benefits and features of efficient
products.
The consumer products program will engage consumers, retailers and manufacturers to
overcome these barriers by:
Educating national, regional and local retailer sales associates on products and promotions.
Delivering consumer incentives and rebates.
Driving marketing strategies and tactics that educate customers on energy-efficient products
and support them in making informed purchasing decisions.
Target
Market(s)
The Consumer Products Program will target residential customers and savings will be
allocated to the residential portfolio.
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