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BPA Change a Light, Change the World
CFL Program
The Bonneville Power Administration (BPA) Change A Light, Change the World program is a cost-effective energy savings promotion offered by the BPA to Northwest utilities to increase the sales of ENERGY STAR specialty CFLs into the residential market.
The program offers incentives to CFL specialty manufacturers at six large retail partners. Incentives are available on globes, A-lamps, 3-way twisters, high-heat reflectors, dimmable reflectors, and candelabras. These incentives increase production of CFLs and the availability of product in the retail market.
The program offers marketing support, services and tools for BPA utility partners to help them achieve their energy savings targets. Retailer support through field services ensures promotional material and product availability and placement to attract consumers to choose CFLs.
The Residential Lighting Incentive program provides reduced-cost compact fluorescent light bulbs (CFLs) through markdowns and buydowns that are enjoyed by the customer at the point-of-sale. Incentives are delivered via the markdown/buydown process through agreements with manufacturers and retailers. The bulk of the program is conducted through markdowns as this model can be implemented with lower administrative costs than a buydown or coupon model.
Markdown is defined as using an incentive to reduce the price per bulb to the customer by marking down the price of existing stock already in the store by an agreed upon reduction. Markdown is the preferred method of program implementation. It provides increased program flexibility because promotions can be started or stopped, and incentive levels can be increased or decreased with short notice simply by changing information in the store’s computer pricing system.
Buydown is defined as using an incentive to reduce the price per bulb to the customer by buying down the cost of the bulb at the manufacturer level and shipping a predetermined number of promotionally priced bulbs to participating stores. This method of implementation will be used as necessary to ensure equitable distribution across the program territories. For example, discount stores provide an excellent opportunity for presence in underserved markets but are usually limited to a buydown model.
Savings are achieved by offering an extensive suite of products and a wide range of CFLs. This proposal also includes a small number of LED holiday lights. All CFL bulbs will be ENERGY STAR qualified. Special attention will be given to products with a proven history of high quality (priority is given to those passing third party testing – PEARL and PNNL), as well as their availability within the desired timeframe and retailer mix.