Technical sessions/Individuals
Tuesday, September 14th, 1999
Marketing techniques for consumer uptake of RUE technologies
Irmeli Mikkonen
OPET Finland
Energy labelling of household appliances was first introduced for refrigeration
appliances 1995, for washing machines and dryers in 1996 and for dish-washers in
1999. The SAVE project on Introduction of Energy Labelling in Finland took place
from November 1995 to January 1997. Motiva planned and co-ordinated the work.
The dissemination activities were directed into two groups: the household appliance
dealers and salespeople and the consumers.
Training of sales personnel
To provide the dealers and salespeople with sufficient information and abilities they
were trained. The main goals were
to introduce energy labelling and explain the responsibilities and obligations
of the salespeople in providing the consumers with sufficient and correct
information
to motivate them to use energy efficiency feature as a major sales argument
towards the consumers and
to improve the consulting abilities of the salespeople besides energy labelling,
but also on operating and locating the appliances correctly.
Research among consumers and sales personnel
The appliance dealers and salespeople are the most important source considered by
the consumers to obtain information on different features, including energy
consumption, of the appliances. Several studies on energy use and consumer
behaviour including energy labelling have been carried out. According to those
studies there have been considerable changes in opinions and behaviour in regard to
the energy consumption of the appliances compared to the situation before
introduction of energy labelling in Finland.
A research on consumer behaviour when purchasing household appliances was
carried out. The target group interviewed were household appliance salespeople.
When asked whether the energy labelling on appliances had played any role in
increasing the sales, only 32% admitted that the energy labelling had increased the
sales and over sixty percent claimed it didn’t play any role at all.
Power campaign in media
Despite of training of the salespeople and disseminating the material among them
salespeople didn’t see the importance of energy labelling. In 1997 Motiva in cooperation with Association of Electronics Wholesalers and Retailers’ Association of
Domestic Appliances and Consumer Electronics launched a ‘power’ marketing
campaign in newspapers and magazines to promote sales of more energy efficient
appliances. The campaign was targeted in the first place towards consumers but at
the same time worked as promotional and educational campaign towards the
salespeople. In 1997 the campaign included refrigeration appliances and 1998 also
washing machines and dryers were included in it. The campaign material was
disseminated to all retailers and salespeople and they were urged to use the material
as source of argumentation in sales situations. The material didn’t reach the
salespeople as planned and thus the goals were not reached in that area. The
salespeople of home appliance stores in general are young men and the length of
the employment is usually quite short. There is great challenge to be met there.
Supervising the display of energy labelling
To meet the challenge several steps have been taken. In Finland Safety Technology
Authority Tukes has since the beginning of 1999 supervised the display of energy
labels and that the salespeople have the sufficient knowledge on them. Tukes has a
network of inspectors who visit the retail stores to check that the energy labels
together with energy consumption and other product information is displayed on the
appliances. In case labelling is insufficient or altogether absent the instructors
educate the salespeople. Tukes has, among other things, published a brochure
introducing all the required labels for home appliances. A video tape, salespeoples’
guide on energy labelling as well as hand-out brochures have been distributed to
retailers to support the training sessions.
Work Efficiency Institute has participated in a SAVE-programme project on
household appliances. The project focuses on the ultimate importance of locating
and operating of the appliances. No matter how advanced technology is used and
how energy efficient the appliances have been developed, if they are located and
operated wrong the energy efficiency of the appliances will be lost.
Testing the sales personnel
In the summer of 1999 Work Efficiency Institute in co-operation with Retailers
Association of Domestic Appliances and Consumer Electronics, Association of
Electronics Wholesalers and Safety Technology Authority carried out a market
survey among salespeople. The goal of the survey is to find out the salespeoples’
level of know-how and behaviour in selling situation and furthermore to raise the level
of know-how and status. The survey was executed through test purchases of certain
appliances: fridge-freezer, washing machine and tumble dryer, stove and television +
VCR. Different retail chains as well as different sizes of stores in several parts of
Finland were chosen as test stores. The purchasing situations were taped and
reported on a questionnaire similar to all purchases. The results will be gathered into
a study report by the end of the year. The results will give an optimal source for
developing new training material and methods to the salespeople from the
customer’s point of view.