Case study: Eneco partnership with Albert Heijn. Consumer acquisition for power and gas services.

Background

Eneco launched a bold initiative to attract new customers in the competitive energy market by partnering with Albert Heijn, one of the Netherlands’ most widely respected grocery chains. This innovative collaboration aimed to reach Eneco’s target customers within their regular shopping environment, providing a new channel for energy service sign-ups. The campaign, crafted and executed by Qahwality, focused on embedding Eneco’s offers within Albert Heijn stores to maximize visibility and engagement.

Objective

• Customer Acquisition: To acquire new clients for Eneco’s power and gas services.
• Exceed Sales Goals: Eneco aimed to not only meet but significantly exceed its sales targets by at least 50%.
• Boost Brand Trust and Market Presence: Through Albert Heijn’s trusted platform, Eneco looked to enhance brand reputation and consumer trust.

Strategy and Execution

1. In-Store Presence and Promotions: Albert Heijn stores prominently featured Eneco displays and sales representatives, engaging directly with shoppers.
2. Incentive Offering – €300 Albert Heijn Gift Card: A key element of the campaign’s success was the use of a €300 Albert Heijn gift card incentive for new Eneco customers, redeemable for groceries at Albert Heijn, creating immediate added value and encouraging sign-ups.
3. Digital Promotion and Personalization: Personalized offers were distributed through Albert Heijn’s digital channels, including email campaigns and app notifications to loyalty members, which further drove interest and engagement.
4. Customer-Focused Onboarding: A seamless registration process and customer support ensured new clients could easily transition to Eneco’s services.

Results

The campaign surpassed all objectives, yielding outstanding results:

• Exceeded Sales Target by Over 100%: Eneco achieved more than double its initial acquisition target, signing up a substantial number of new clients within the campaign timeframe.
• Increased Brand Visibility and Consumer Trust: Through its partnership with Albert Heijn, Eneco strengthened its presence and trustworthiness in the consumer market.
• High Conversion and Engagement Rates: The €300 Albert Heijn gift card incentive and strategic promotional placements contributed to high conversion rates and strong customer engagement.

Conclusion

This partnership set a new benchmark in customer acquisition for Eneco by merging energy solutions with a lifestyle brand. Zeeshan Khan’s strategic use of in-store promotions, incentives, and customer-centric onboarding helped Eneco achieve impressive results, proving the potential of retail-energy partnerships to drive consumer interest and growth in the energy sector.