Leveraging the power of rebates: The difference is in the breakage

摘要

As with any marketing tactic, rebate programs must be supported by an overall business strategy. It must also fit within its framework as well. A rebate program has to be more than just something to offer customers in a vacuum. Better to define, right up front, both the program's purpose and the measureable results that will be needed to determine its "success." Like other businesses, utilities can realize more installations of energy-efficient appliances without rebate redemption. But at what point does planned breakage actually benefit the customer without compromising the environment? And therein lies the question that must be asked before setting up a rebate program.