Eneco: Launching A New Dynamic Energy Tariff

The Challenge:

In response to the evolving energy landscape and the growing need for sustainable solutions, Eneco sought to introduce a dynamic energy tariff that would empower customers to take control of their energy usage and costs. The aim was to help households adjust consumption patterns based on real-time energy prices, aligning usage with moments when renewable energy was more abundant. This required not only an intuitive tariff model but also a seamless digital experience to help consumers manage their energy consumption dynamically.

We supported Eneco's internal product teams in designing the user experience and brand proposition for the new energy contract, Eneco Dynamic. This product needed to resonate with consumers seeking both flexibility and environmental impact, offering real-time electricity rates and daily gas prices.

Our Approach:

User Research & Insights: We led extensive user research to understand how different customer segments responded to dynamic pricing models and their willingness to adjust energy consumption based on fluctuating prices. To supplement our efforts, we coordinated with third-party research agencies, ensuring a comprehensive understanding of market readiness and consumer needs.
Rapid Prototyping: Armed with these insights, our team rapidly prototyped digital solutions that would enable Eneco’s customers to seamlessly monitor energy prices and plan usage through the Eneco Dynamic app. These prototypes were tested with real users, enabling us to iterate quickly and refine the user experience to ensure it was intuitive and aligned with user expectations.
Brand Proposition Development: We worked closely with Eneco’s digital leadership to define the new tariff’s brand positioning. The final proposition needed to balance technical complexity with clear, user-friendly communication. The Eneco Dynamic brand was positioned as a forward-thinking, environmentally conscious solution, empowering users to take charge of their energy consumption while contributing to a greener future.

We worked with internal design teams to develop a new version of the app, enabling consumers to be able to check what time of day would be cheapest to use energy.

Results:

In September 2023, Eneco launched Eneco Dynamic, marking a significant milestone as one of the first major Dutch energy companies to offer a dynamic pricing model. The product was met with widespread interest and positive feedback from early adopters. Customers using the new tariff could track energy prices via the app, adjusting their energy usage to take advantage of lower rates during peak renewable energy generation hours. This approach not only helped consumers save on costs but also supported Eneco’s broader mission to accelerate the energy transition by optimising the use of sustainable energy sources.

The dynamic tariff offering quickly expanded Eneco’s customer base, attracting environmentally conscious consumers looking for more control over their energy bills. This success has solidified Eneco’s position as a leader in innovative, consumer-centric energy solutions, setting the stage for further digital transformation and sustainable growth.

Key Outcomes:

Successful launch of Eneco Dynamic, with strong initial customer uptake.
Enhanced user engagement via the app, allowing real-time monitoring and energy planning.
A strengthened brand image as a pioneer in sustainable, consumer-focused energy solutions.
Alignment with Eneco’s broader sustainability goals, supporting a reduction in CO2 emissions and a shift towards renewable energy usage(Eneco News)(Blauhoff - New)(SparkOptimus).

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