Newfoundland - Canada

Instant Rebates Program process evaluation

EXPERTISE : , Energy Efficiency and DSM Programs
SECTOR : , Residential


Newfoundland Power Inc. (NLP)

projeCt Description

In 2014, Newfoundland Power launched its Instant Rebates program in collaboration with major retail chains and independent retailers across Newfoundland and Labrador to offer in‑store customers instant cash rebates on various energy‑efficient products, such as CFLs, LEDs, smart power bars, dimmer switches, motion sensors and indoor/outdoor timers.
This program is intended to help households improve their energy consumption The Instant Rebates program is promoted through mass media, social media and in‑store events using promotional material and where representatives promote the program.
In 2014, the spring and fall campaigns ran from June 1 through 30 and from October 1 through November 30, respectively.


Newfoundland Power asked Econoler to perform the first evaluation of its Instant Rebates program during the fall campaign.
The assignment mainly involved conducting a process evaluation by completing the following tasks:
  • Analyzing program documentation.
  • Developing data collection tools, such as sampling plans, survey questionnaires and a protocol for mystery shoppers’ in-store visit.
  • Collecting data through post-cash intercept surveying at participating retail stores on Newfoundland Power’s service territory to assess program awareness, customer satisfaction with the program, the program’s influence on purchasing decisions and light bulb replacement behaviours.
  • Collecting data through a customer telephone survey to assess program awareness, participation barriers, light bulb replacement behaviours, and customer satisfaction with the program and the rebated products.
  • Collecting data through mystery shoppers’ in-store visits. These visits were conducted at participating retail stores on Newfoundland Power’s service territory to assess the effectiveness of the instant rebates awarded at the counter, the effectiveness of the in-store events in educating customers and promoting the program, the use of promotional displays and in-store product signage, as well as staff knowledge of products and program.
The evaluation determined the program’s awareness rate and the participants’ coverage ratio among the targeted population. It also identified the most efficient ways of promoting the program. Econoler provided Newfoundland Power with a set of findings and a number of recommendations on how to enhance the effectiveness and efficiency of its program delivery and address the barriers to participation.
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