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Campaign for A-rated circulator pumps – a proven strategy

Panel: Panel 4. Residential and commercial sectors: delivering lower energy use in buildings

Authors:
Christian Lüders, Project Manager, The Danish Electricity Saving Trust, Denmark
Göran Wilke, Head of Secretariat, The Danish Electricity Saving Trust, Denmark
Martin Dam Wied, Consultant, Wormslev – NRGi Rådgivning A/S, Denmark

Abstract

1.2 million households in Denmark have a central heating circulator pump. An estimated 800,000 pumps installed are old and inefficient. Potential savings per year of 400 GWh and 200,000 tons of CO 2 can be achieved by replacing these obsolete pumps. However, many consumers and installers have neither an opinion about, nor play an active role in choosing a circulator pump.

This paper documents how it is possible to promote the wider use of A-rated circulator pumps via an offensive campaign strategy to get both consumers and installers to participate actively in the choice of pump, thereby increasing the market share of A-rated pumps sold.

The campaign is based on a broadly-based push-pull strategy which aims to influence both consumers and suppliers simultaneously. The strategy consists of the following elements: Involvement of the supply side via voluntary agreements with producers, wholesalers, installers, and their trade organisations; Partnerships with installers in order to secure fixed price installations for A-rated pumps; Influencing consumers through magazine advertisements and TV commercials.

The market share for A-rated circulator pumps in Denmark grew from 15-60% in the period January 2006 to the end of October 2008. In a new phase, the strategy is switching the focus to OEM and boiler producers, and producers of heat exchangers for district and underfloor heating systems. The aim of the current phase was for A pumps to have accounted for 60% of the Danish market by the end of 2008.

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