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Utility Company Cooks up Sweet Reward Program, Takes a Slice from Competition

Utility Company Cooks up Sweet Reward Program, Takes a Slice from Competition

Client Profile

One of the largest electric utilities in the United States, providing service to more than 4.2 million business and residential customers.

Situation

Owners of small to mid-sized restaurants were consistently choosing gas-powered cooking equipment despite the clear benefits of going electric. The utility company sought to convert those customers to electric appliances.

Solution

Spur the sales of electrical equipment by rewarding restaurant equipment distributors for influencing the restaurant owners to go electric. Distributors earned points for selling and installing electrical equipment in new and existing restaurants.

Results

Impressive: A 290% return on investment, 80% cost reduction, and twice the sales goal obtained in half the time.