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Energy Industry Challenges: Retailers
The challenges for retailers trading in competitive
markets are not unique to the energy industry.
Customers will inevitably compare product
and price when selecting a retailer
to meet their needs and will have service
expectations in the delivery of that product.
Tailoring appropriate and attractive products to each
of the retailer's target market sectors will require
a close analysis and understanding
of the particular needs of each sector. A well structured
sales & marketing strategy will need to
be established to ensure that as many appropriate customers
as possible are attracted to the retailer.
Energy trading takes place on regional
or national energy markets. Carefully matching products
to customer needs and to wholesale market conditions
is essential in opitimizing profitability.
Retailers must also meet the particular needs of the
energy market which will include meeting settlement
requirements and ensuring that any regulatory obligations
are satisfied.
A Kinetiq industry paper, Managing C&I Customers
in Competitive Markets, draws upon experience gained
from around the world in identifying some of the key
drivers for successful retailers operating in deregulated,
competitive energy markets.
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