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Proper consumer targeting key to green take-up says EST chief


Research from the Energy Saving Trust reveals that UK homeowners are being sent inappropriately targeted marketing information across different industries every day.

A third are receiving junk mail, cold calls, spam emails or calls from salesmen daily, while 80% are receiving this information at least once a week.

Energy Saving Trust can enable more accurate consumer targeting from companies offering green measures. This advice comes a month after the Office of Fair Trading wrote to over 50 of the leading double glazing, insulation and solar panel companies, asking them to ensure they are providing consistently good standards to consumers as part of a drive to raise compliance standards across the energy efficiency sector.

This follows the launch of the Green Deal, the new government financing mechanism which enables people to pay for energy-efficiency improvements through savings on their energy bills.

Philip Sellwood, chief executive at the Energy Saving Trust, said: “There is clearly a market out there for green measures, but the key to selling them effectively is targeting, targeting, targeting.

“Catching homeowners at the right time with the right energy efficiency measure for their home has always been crucial for businesses, and will continue to be the case under Green Deal. This will not only build consumer trust through sending information relevant to them, but also save businesses money through more efficient marketing.

“We have extensive and detailed information on what is happening with the UK’s housing stock, and where. Our team of experts know which energy saving improvements have been made in certain areas, and which areas still require upgrades that could benefit the homeowner.

“This information can prevent companies wasting time on a ‘spray and pray’ approach.”

The IPSOS Mori survey of more than 2,000 UK adult householders, conducted between 28 September and 2 October 2012, found there is high demand for energy efficiency measures, despite one in five homeowners being confused about what to buy. Those consumers are increasingly turning to organisations like the Energy Saving Trust to look for a ‘stamp of approval’ before installing these measures.

The survey found 39% of homeowners say they have an interest in installing a boiler with a better energy rating. Just under half (44%) say they have an interest in installing double glazing, while 45% of UK households are interested in fitting insulation to their home.

Further findings from the IPSOS Mori poll revealed that when it comes to energy efficiency advice half of people had been approached with by phone, 37% through direct mail, 36% through a salesman calling and 16% through email.

7th February 2013

Related Articles:

Anglian Building Products achieves Green Deal Installer certification



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