Marketing support for expanding the sales of lithium-ion storage batteries.
- CLIMATE ACTION
Issue
While renewable energy and energy-saving initiatives are gaining traction, awareness of energy storage solutions remains limited.
As part of measures to combat global warming, efforts related to renewable energy generation and energy-saving initiatives were becoming increasingly active in the single-family and multi-family housing markets. However, energy storage, such as using surplus daytime electricity at night, was not yet widely recognized by general households. A major electronics manufacturer faced challenges in expanding sales of household lithium-ion storage batteries.
Approach
Development of short-term and medium-term strategies to expand sales of residential lithium-ion storage batteries.
Targeting new construction properties, we analyzed the challenges consumers face during the decision-making process for adopting residential lithium-ion batteries, from initial consideration to final decision. Based on these insights, we developed short-term and medium-term strategies to expand battery sales.
As a short-term measure, we proposed joint marketing efforts with housing manufacturers, such as collaborative advertising campaigns, and enhanced sales tools, including adoption effect simulation tools. For medium-term strategies, we focused on expanding new channels, such as deployments in multi-family housing, and suggested partnerships with rental housing operators. Additionally, we formulated initiatives to enhance the value of electricity aggregator businesses and to promote the realization of net-zero energy homes through the adoption of batteries in both new and existing properties.