COMMUNICATIONS TO SUPPORT RETAILERS IN THE ROLLOUT PHASE

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ROLLOUT PHASE OBJECTIVES

1) Create the supporting guidance and materials necessary for retailers and manufacturers.

2) Develop and deliver a customer engagement strategy in order to push consumers towards the new digital energy labels.

3) Support the evaluation of impacts by collecting data at a national level.

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GUIDANCE AND SUPPORTING MATERIALS 

Supporting guidancedocumented, digitally and in printed form, available for the manufacturer and retailer partners. 

A“how to” kit on setting up and implementing digi‐label solutions. 

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INDIVIDUAL TRAINING SERVICES 

Individual training servicesavailable to participating retailers and manufacturers. 

Can take a form of internal seminars, individual negotiations, webinars, teleconferences, etc. 

… at your service! 

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DESIGN CUSTOMER ENGAGEMENT APPROACH

Design a customised customer engagement campaign –To drive consumer interest to the new features and the newinformation available to them, to support their purchasing decision and promote energy‐efficiency. To include direct marketing to customers through Digi‐Label project partners own consumer channels, in combination withthe participating retailer and manufacturers and their own direct marketing channels and customer bases.

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The contents will be produced within the project, retailers are expected to cover the implementation cost within their business.

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DATA COLLECTION FROM PARTICIPANTS

Monitoring the impact of the project with the followingparameters:

types of retailers joining (individual, chains, product segments), of the product categories covered, which ones were most impacted by PocketWatt, type and effectiveness of information provided to end‐users, use of in‐store information display boards and material e.g., printed QR codes, size and format of all dissemination activities organised, impact on sales and consumer feedback, manufacturer participation (individual brands, support provided, data input, dissemination activities). 

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THANK YOU

Juraj Krivošík

SEVEn, The Energy Efficiency Center

www.digi‐label.eu

EMAIL: juraj.krivosik@svn.cz

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IMPLEMENTING A SUCCESSFUL COMMUNICATIONS STRATEGY FOR Mauro AnastasioEEB Communications OfficerDigi-Label Partners Roundtable19 September 2017, Brussels

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European Environmental Bureau (EEB)

The EEB is Europe’s largest network of environmental organisations with 140 members in over 30 countries.

It is responsible for the public relations of the Digi-Label Project.

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Objectives

Raise awareness about the economic and environmental benefits of energy-efficient products

Raise the visibility of environmentally friendly and consumer-focused retailers

Increase the number of retailers and manufacturers taking part in the Digi-Label Project

Increase the rate of purchase of energy-efficient appliances across target countries

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DeliverablesPress pushes 6 press pushes in specialist/trade publications (i.e., tech and

appliances magazines) 3 press pushes in mainstream media

Events Each consortium partner will deliver information about online

energy labelling and PocketWatt to at least 1 relevant consumer event at the national level.

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Understanding your audience

Targets of the Digi-Label Project Consumers Retailers and Manufactures Policy experts (NGOs, policy-makers)

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Core messagesConsumers PocketWatt tells you exactly how

much an appliance will cost to run PockeWatt allows you to choose the

most cost-effective product and cut energy bills

Every home in Europe can look forward to reduced energy bills worth around €500 per year by 2020 thanks to more efficient products [1]

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Core messagesRetailers and manufacturers PocketWatt offers a reputational

advantage as a consumer-focused, environmentally friendly business

PocketWatt helps increase sales of high-efficiency models

75% of shoppers already use smartphones to compare prices, and 1 in 3 use them to find information online instead of asking a shop employee [2]

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Core messagesPolicy experts Energy labelling is the kind of

plain, common sense tool the EU can be proud of.

Research [3] found shoppers value the energy label and will pay a premium for better products – factors that strongly motivate firms to improve their products

Digital progress can be harnessed to boost energy efficiency. 90% of shoppers already use their smartphones for preshopping research. [2]

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Communications tools

Twitter Tweets will target consumers as well as influencers (journalists,

bloggers, admins of popular social media groups) Tone will be positive and friendly. Aim is to get consumers to

talk about PocketWatt and increase the visibility of retailers taking part in the Digi-Label Project.

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Communications tools

Newsletter A bi-monthly newsletter will be sent out to the Digi-Label

subscribers list, including retailers, manufacturers and policy makers.

It will provide updates on the project’s progress and an in-depth analysis of recent policy developments.

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Collateral materialThe Digi-Label will provide retailers with promotional material, including posters, leaflets, banners, promotional videos and more.

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References

[1] European Commission, 2017. Access link

[2] Google Shopper Marketing Council, 2013. Mobile In-Store Research - How in-store shoppers are using mobile devices

[3] European Commission, 2014. Access link

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Thank you!

Mauro AnastasioEuropean Environmental Bureau+32 2 274 10 87Mauro.anastasio@eeb.org