The Xcel Energy Store, powered by Simple Energy, is a utility-branded online storefront available to approximately 2.4 million Xcel Energy customers in Colorado and Minnesota. The e-commerce platform enables instant rebates on energy-efficient devices for customers upon checkout. During the Store’s pilot stage (2015-16), the utility’s focus was solely on wi-fi thermostat sales—and subsequently enrolling the devices in a demand response program.
How It Worked
The Xcel Energy Store from Simple Energy proved to be a cost-effective and efficient channel that has exceeded utility targets, both for purchases and demand response program enrollments. As a result, the Xcel Energy Store is being extended and expanded.
Since launching in the Spring of 2015 Xcel Energy customers purchased approximately 8,100 wi-fi thermostats despite limited direct consumer marketing. For eligible customers, the store enables customers to receive an instant rebate on smart thermostat purchases at checkout. In addition, the Xcel Energy Store assisted in encouraging enrollment of these devices in the utility’s demand response program, “Saver’s Stat.”
A thoughtful, integrated customer journey and purchase process:
This dynamic marketplace platform rapidly exceeded Xcel Energy’s initial goals for sales volumes and target achievement dates—and it did so again when both goals were increased mid-program. Overall, the Xcel Energy Store enabled thousands of customers to proactively take control of their energy usage at a great value.
Based on the store’s success, Xcel Energy extended its partnership with Simple Energy. In 2017 the store will expand to feature multiple product categories and underlying products.