Energy Efficiency Can Lead to Retail Sales
By comparison, consumers site factors such as brand (57%) and color (33%) as a motivating factor.For CE retailers, energy efficiency can be an effective marketing tool as it clearly resonates among prospective purchasers.Equating energy efficiency with cost savings is a strategy well utilized by those selling appliances, but has yet to be fully exploited by CE retailers. While considerations of brand, color, and size are still vital, acknowledging energy efficiency in sales messaging, signage, and other communications will sweeten the proposition for many consumers.
Consumer intentions to buy energy saving devices are also reflective of the desire to go “green”.Nearly half of consumers (47%) report they are likely to buy a CE device labeled “energy efficient” within the next two years.Perhaps this is an indication consumers are beginning to expect energy efficiency of more electronics products. In purchasing a new TV or Blu-ray player, many buyers expect the latest and greatest features with energy efficiency likely also on the list.Recyclability too can play a part in motivating a technology purchase -- an indication eCycling initiatives and trade-in programs are raising consumer awareness.
As the nation continues to wrestle with energy concerns and consumers look for ways to trim their monthly bills, where is the opportunity for retailers and OEM’s to promote conservation and leverage opportunity? While a number of solutions exist for consumers and utility companies to participate, effective energy management must be a collaborative effort that includes government, NGOs and technology companies.