Opportunity:
In 2009, Walmart approached Summerhill to leverage our expertise in facilitating the execution of retail based utility conservation programs across Canada encouraging consumer uptake of energy efficient products. With limited in-house resources available and minimal program coordination in the past, Walmart required the assistance of Summerhill to encourage collaboration among the various business teams (Marketing, Merchandising, Operations, etc.) in an effort to improve program performance and increase sales. In addition to program execution, Summerhill expanded its successful partnership with Walmart to include facilitation of store associate engagement activities to further drive awareness and uptake of utility conservation programs and also conducted an evaluation of Walmart's For the Greener Good program (green product verification) to identify opportunities for improvement and expansion.
Client Needs:
- To drive one of Walmart's key sustainability goals – to sell products which sustain people and the environment
- To leverage external expertise in efficiently executing utility designed, retail based energy conservation programs across Canada
- To leverage utility programs more efficiently for increasing sales of related better choice products
- To evaluate and provide recommendations for improvement on existing sustainable product certification program – For the Greener Good
Summerhill's Approach:
- Facilitated productive partnerships with electric utilities across Canada
- Established process to identify and evaluate the most cost effective and unique public engagement opportunities to drive sales and increase operational efficiencies – leveraging Summerhill's national best practices
- Encourage and facilitate productive collaboration within internal retail business teams including store associate engagement
Results:
- To-date, executed nine mass market, province-wide utility conservation programs positively engaging thousands of Canadians and Walmart store associates
- Helped to significantly reduce Canadian consumers' energy consumption through the sale of thousands of better choice energy efficient products across Canada in partnership with utility conservation programs
- Successfully grew sales resulting from the promotion and participation in utility designed consumer engagement programs
- Increased store traffic and spill over sales during utility program events
- Significantly increased store associate awareness and participation in utility program events resulting in more accurate communication and promotions to consumers
- Successfully identified and recommended next steps for strengthening and expanding existing For The Greener Good program in an effort to grow Walmart's assortment of better choice sustainable products
