Examples of referral programs at leading utilities brands

To understand why utilities (natural gas, electricity and water suppliers) are increasingly looking to harness positive word-of-mouth to gain new customers via referral marketing, we need to look at the challenges utilities marketers face.

First, as the name suggests, a ‘utility’ is something that’s seen as interchangeable commodity, and if you switch gas, electricity or water supplier you get exactly the same gas molecules, electrons and water flowing through your pipes and cables. And so, at least in developed countries, changing supplier doesn’t typically impact the nature or regularity of the supply of gas, electricity or water to your home or business. So it’s hard to compete on product, other than by offering some nice apps and IOT applications to monitor and control your usage. And being a regulated business means that there’s usually a whole heap of red tape that restricts the kind of marketing that can be done, and what can be included in product bundles.

Read more

happ-e by ENGIE and Buyapowa team up to bring clean energy to French homes with refer-a-friend

happ-e and Buyapowa team up to bring clean energy to French homes with refer-a-friend

happ-e is a French energy provider created by ENGIE in 2014, and primarily intended for young people looking for simplicity and speed to take out an energy contract for their home.

It offers everything you need, no more, no less, and at the best price. It is a tailor-made brand, which adapts to the lives and needs of its customers.

Read more

PFP Energy launches a referral programme powered by Buyapowa

Unfortunately since this article was published, PFP Energy has ceased to trade due to the spike in wholesale gas prices. But we think that this is a still a good case study for the use of referral marketing.

PFP Energy was on a mission to be more than just a supplier of affordable energy, they were also a not-for-profit that took good care of their customers’ communities. In fact, that’s why PFP stood for ‘Profit for Purpose’!

Read more

Buyapowa helps OHM Energie bring green energy to more customers with refer-a-friend

Buyapowa helps OHM Energie bring green energy to more customers with a referral program

Innovative French clean electricity provider OHM Energie believes that environmental protection should be a priority for energy providers.

As they say in their mission statement, “The energy sector has evolved a lot over the past ten years without you really benefiting from these developments.” So their commitment to their customers is to ensure that, across France, people can benefit from these emerging technologies, green energy initiatives and smart innovations.

Read more

Bord Gáis teams up with Buyapowa to power their refer-a-friend programme

Bord Gais chooses Buyapowa to power their refer-a-friend programme

Since 1976, the team at Bord Gáis Energy – now a part of the global Centrica plc Group – has been powering and servicing the homes of thousands of residential and commercial customers throughout beautiful Ireland. They’re committed to continuous investment in improving the lives and experiences of their more than 730,000 customers, and understand that they play a leading role in shaping the energy market.

Read more