CHANGE FOR THE BETTER WITH I ENERGY STAR Products that earn the ENERGY STAR® prevent greenhouse gas emissions by meeting strict energy efficiency guidelines set by the U.S. Environmental Protection Agency and the U.S. Department of Energy, www.e n ergystar.gov Connecticut Lighting Center: Moving Beyond the Market Edge - An energy STAR® Lighting Showroom Project By actively promoting arid selling ENERGY STAR qualified lighting fixtures, David Director, president of Connecticut Lighting Center, Hartford, CT, capitalized on the increasing demand for energy-efficient lighting. Over the past three years, he has seen a yearly 20 to 25 percent growth in unit sales. According to David, "the increased cost of ENERGY STAR qualified residential lighting fixtures means higher gross dollars and profits than selling standard fixtures. ENERGY STAR has been good for business and good for our bottom line." The Bottom Line David was on the cutting-edge three years ago when he made the strategic decision to offer ENERGY STAR qualified lighting. He knew that the future of the lighting industry was in attractive, energy-efficient, products and that demand for these products would increase. David was right on target. "ENERGY STAR is good for business, good for the bottom-line, and best of all good for my kids." —David Director, Connecticut Lighting Center Leveraging his ENERGY STAR affiliation has led to increased sales, a broader customer base, and stronger supplier relationships. Compared to standard fixtures, the higher asking price for ENERGY STAR qualified residential lighting fixtures has translated into increased gross dollars and profits for Connecticut Lighting Center with a 20 to 25 percent growth in unit sales. By actively promoting and selling ENERGY STAR qualified products, as well as educating consumers and builders about state and local utility- offered incentives, Connecticut Lighting Center has prospered. "ENERGY STAR has been good for business and good for our bottom line." David Director, President Connecticut Lighting Center David sees even greater opportunities in the future when dimmable fluorescent fixtures become readily available. He also hopes manufacturers will develop bulbs that can be used in decorative fixtures that add sparkle. Meeting Customer Demands Today's customers seek innovation, beauty, convenience, and cost-savings. Homeowners know that quality lighting will add to the aesthetics of a home. They also know that energy- efficient lighting fixtures will affect a family's quality of life — more energy saved means lower energy bills and more money in the bank. People widely recognize ENERGY STAR as a brand for quality energy-efficient products. Customers are drawn to Connecticut Lighting Center because they sell ENERGY STAR qualified products. One woman drove over an hour to visit Connecticut Lighting Center to see an ENERGY STAR qualified fixture she found in a catalog. She drove away with 21 ENERGY STAR qualified fixtures for her home. ENERGY STAR has also helped increase large-scale commercial sales. The extended life of the ENERGY STAR qualified products are ideal for retirement communities, where residents appreciate the convenience of lower maintenance from fewer bulb changes, as well as energy cost-savings. Connecticut Lighting Center currently supplies ENERGY STAR SEPA United States Environmental Protection Agency ------- qualified lighting for two major active adult housing communities. Because of their successful affiliation with ENERGY STAR, Connecticut Lighting Center has developed the reputation as an informal ENERGY STAR solution center, where builders and homeowners can go to learn more about energy-efficient lighting. "Our advertisements and displays not only attract consumers, but they also create a demand from builders and contractors." Elements of Success Maximizing the benefits of ENERGY STAR means strategically marketing, displaying, and stocking ENERGY STAR qualified products. David promotes his ENERGY STAR qualified products through newspaper and radio advertisements. Knowledgeable sales staff educate consumers about the energy savings, convenience, and environmental benefits of ENERGY STAR qualified products, guiding them to choose ENERGY STAR qualified fixtures when appropriate. In his two lighting showrooms, comprising 20,000 square feet, David created a separate area for ENERGY STAR qualified residential lighting fixtures and prominently displays the well-recognized ENERGY STAR mark to attract customers. To guarantee customer access and satisfaction, David stocks more than 40 SKUs of ~ ; decorative ENERGY STAR qualified fixtures and 100 SKUs of ENERGY STAR qualified "workhorse" fixtures for the kitchen, bathroom, utility, and exterior lighting in his 30,000 square foot warehouse. Additional SKUs can be ordered as needed from the showroom's major suppliers, such as Sea Gull Lighting, Wilshire Manufacturing, Quoizel Lighting, American Fluorescent, Casablanca Fans, and others. David is confident that there is no better choice than ENERGY STAR to meet energy-efficient and quality lighting needs, despite the initial higher cost of ENERGY STAR qualified lighting fixtures. "Think of home audio, think of what people spend. As more people realize that purchasing ENERGY STAR qualified lighting will allow them to ignore every bulb in their house for up to seven years at a stretch, they will be lining up to buy ENERGY STAR." That's why, in future revisions to Connecticut Lighting Center's showrooms, David plans on creating a dedicated ENERGY STAR department. Helpful Hints and Sales Tips §" Create a dedicated ENERGY STAR department to display ENERGY STAR qualified lighting. P Use the well recognized ENERGY STAR mark to help promote the showroom. P Utilize your sales team to educate customers about the benefits of ENERGY STAR qualified lighting. > Stock a varied selection of ENERGY STAR qualified fixtures to provide products for all applications. > Establish good relationships with ENERGY STAR manufacturers, so you can easily order additional ENERGY STAR qualified models and take advantage of available products. > Advertise your ENERGY STAR qualified products through local media. > Keep abreast of state or local utility incentives for ENERGY STAR qualified lighting and communicate these incentives to end-users, builders, and contractors. For More Information... on the business opportunities to work with ENERGY STAR, contact Jeffrey Schwartz, ICF Consulting, at 518- 452-5986, or by e-mail atjschwartz@icfconsulting.com. SEPA United States Environmental Protection Agency ------- |