Northwest Utilities Seek to Redirect Computer Incentives to Manufacturers

The Northwest Energy Efficiency Alliance (NEEA) is considering redirecting to manufacturers in 2011 its incentive program for energy efficient computers, an alliance official told us. The alliance, home to 120 utility members in the region, has been promoting utility cash incentive programs for electronics retailers for selling energy-efficient computers and TVs. “We are looking at engaging more closely with manufacturers on computers” in 2011, said Mardi Cino, the alliance’s consumer products manager. The retailer incentive program for computers will terminate next year and will focus solely on TVs, he said.

The alliance heard from computer makers at a recent Energy Star partners meeting in Denver that device makers are “very eager to enter the conversation” on the efficiency incentive programs, Cino said. He declined to provide details of the negotiations with manufacturers on incentives for energy-efficient TVs. NEEA is conducting market research to “better understand where the opportunities lie” for computer incentive programs and the studies haven’t been completed, he said. Desktops that meet or exceed the Energy Star 5.0 specification and monitors that exceed the 5.0 specification by 10 percent will continue to be tagged at retail this year, he said.

The alliance is proposing a four-level retail incentive program for TVs, Cino said. In a recognition of consumer preference for larger screen TVs, the highest incentive level is for TVs 50 inches or larger that are 20 percent more efficient than Energy Star 5.0, he said. The alliance began its own Energy Forward label in October that’s being tagged at retail outlets on energy efficient TVs and computers, he said. The bright orange label is aimed at guiding shoppers to electronics that are at least 30 percent more efficient than the basic Energy Star specification, NEEA said.

NEEA is “sensitive” to retail label clutter, Cino said. Besides Energy Star and Energy Forward, TVs in the Northwest will sport EnergyGuide labels as the FTC’s labeling mandate takes effect in May. The Energy Forward label is now being attached to the bezel of TVs that exceed the 5.0 specification, he said. Retailers are comfortable with the new label, he said. “They are very supportive of it.” Retailers participating in the Energy Forward program include Sears, Wal-Mart, Costco, Kmart and Sam’s Club. NEEA has produced a 15-second video clip promoting Energy Forward that will be run at Costco and other retail outlets, he said.

TV use in the Northwest accounts for 3.7 billion kilowatt hours of energy each year, NEEA said, citing the Northwest Power and Conservation Council. “If all consumers in the Pacific Northwest purchased these Energy Forward TVs over other models, we could save enough electricity to power all the home in Seattle and Spokane for one year,” said Stephanie Fleming, senior residential manager at NEEA.