Iceland | The Food Warehouse

Many households across Great Britain struggle to manage their energy costs, and for those on lower incomes, or with limited digital skills, it can feel even harder.   

Forming partnerships with retailers is a tried and tested way of getting the message out about smart meters and how they can help people take control of their energy use. Retailers can provide access to a range of communication channels, in addition to point-of-sale, to ensure audiences are engaged.  

Building on our previous success in the sector, we were looking for a new partner to work with us with a specific goal: to help engage and convert our target audience of consumers on low incomes and those without fundamental digital skills. This second group, which tends to skew older in terms of demographics (75+ and 65+), faces additional barriers to uptake, with smart meter ownership falling behind in comparison to the national average. Also, appetite for getting a smart meter is much lower than the national average.  

Our checklist included an awareness of the needs of these audience groups, and the ability to understand our position as a non-endemic partner that uses retail networks to increase awareness, relevance and engagement rather than to drive direct sales. Iceland’s remit of enabling all families to eat well by providing high quality, affordable food, and its strong commitment to responsible business, made it an excellent fit for a partnership.