ATLANTA – Adding decorative fixtures and innovative billing practices have helped smart utilities bring renewed customer focus to their age-old outdoor lighting programs. As a result, utilities’ outdoor lighting programs have experienced a surge in both popularity and profitability, according to data revealed in Chartwell’s latest report, Residential Outdoor Lighting Programs.
With renewed industry interest in getting back to the basics, some utility executives are taking a closer look at outdoor lighting programs because for decades consumers have made a mental connection between outdoor lighting and their energy providers. And, outdoor lighting provides a steady load demand, increasing low nighttime energy usage while adding little to no demand at peak times.
Year-to-year comparisons of Chartwell’s survey data show how quickly the product has gained renewed interest: In the 2003 survey of utilities regarding their non-commodity products and services, 24% of respondents named it as the product that is most popular among residential customers, up from only 16% in 2002 and 7% in 2001. Those naming it the most profitable product have increased as well, according to the 25-page Residential Outdoor Lighting Programs report.
With increasing consumer demand for decorative outdoor lighting, last year, 8% of utilities added a program or enhanced their current outdoor lighting program to include decorative fixtures and poles. The report details the marketing efforts of some of the most successful programs.
Residential Outdoor Lighting Programs, available from Chartwell for $250, presents and analyzes the survey data and features two in-depth case studies. It also provides data on the marketing strategies of 16 utilities that named it as their most popular product, as well as tips and advice from in-depth interviews with executives at three utilities that have had great success with residential outdoor lighting.
Residential Outdoor Lighting Programs is part of The Chartwell Utility Marketing Research Series, an ongoing information service that provides utility case studies; topical analysis and research centered around specific products or services in the utility and energy services marketplace; and a database of 86 utilities and the products and services they offer or are planning to offer.
For more information about the ongoing Research Series, the Report on Residential Outdoor Lighting Programs, or the products/services database, please call at (800) 432-5879, or (404) 237-9099.
Press contact: Jennifer Quay Allen (404) 237-9099.
