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Powershop: Campaign Integration

Campaign Integration + Aquisition Site

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Read about the challenge, solution and result

The Challenge

When Meridian Energy launched an alternative online energy retailer in to New Zealand electricity landscape they needed to build a product and service experience as well as a brand. Powershop was born and from day one was a category breaking offer -but with that came the challenge of selling the concept for a very different mental model. Powershop sought DNA's help to define how best to present a solution and user experience that would allow customers to understand the concept, sign up and switch easily and become a confident and self determined user.

The Solution

The Powershop website and application launched in February 2009 with a revolutionary 'power to the people' message and National Campaign. Introducing a completely new and different way of buying and consuming power meant quickly getting customers to see the value proposition, while debunking the myths around the self service model in order to unlock customer control. The traffic driven by the campaign was significant, and signup therefore needed to be a critically successful part of the site delivery. Customers had the ability to choose the power option, provider and period to purchase, and could enter their own readings and assess their usage and cost and sustainability choices as a household. Customer insight drove the early iterations of the site interface and design, and ongoing iteration in content and design have been driven by more fully developed personas and analytics.

To reflect Powershop's position as it became more established in the market, the website required adjustment and iteration. A redesign in September 2009 toned down the 'revolutionary' message and shifted the focus to Powershop's point of difference from the rest of the electricity crowd - the better service, greater savings and smarter power aspects of the Powershop offering.

Customers can now get updates, alerts, enter meter readings and buy power with the Powershop mobile iPhone app.

The Result

Case studies and customer testimonial videos of real people using Powershop are now a key part of the website. There's nothing quite like hearing about a new concept or product from someone who's actually using it. The idea that you don't actually have to do anything to take advantage of Powershop's savings is brought to life in this way. The customer base is also changing, the early adopters have come on board, and now a broader range of New Zealanders are considering and choosing Powershop. These customers need to see how simple the user experience is and see that all they really need to do is switch - it's that easy. We amplified the content in the website to reflect this advantage - making it easier for customers to see what's in it for them and how simple the switch process is for them.

Whether users are in directive or explorative modes, the site better meets their needs and provides a stronger context for the value of Powershop's complete offer for all Powershop customers - which now include businesses.