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COMMUNICATIONS TO SUPPORT RETAILERS IN THE ROLLOUT PHASE
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: [email protected]
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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
