Direct Energy: 30% of Customers Enrolled In Critical Peak Rebate Program Had "Substantial" Reductions In Demand This Summer

The success seen by Direct Energy during two critical peak events called during this summer in Texas under its behavioral demand response program "overwhelmed" the company, Liz Maberry, Senior Director of Innovation at Direct Energy, told attendees at the Gulf Coast Power Association fall conference.

Maberry reported that 30% of customers enrolled in Direct's critical peak rebate program, which provides bill discounts for participation, provided "substantial" reductions in demand during two called events this summer. This compares to a response rate of 10% for customers in a control group who received similar messaging for demand reductions during critical hours, but who were not enrolled in the program.

Maberry's disclosure came in a panel discussion featuring representatives from Direct and Reliant discussing innovations in the retail market, many of which have been exclusively first reported by EnergyChoiceMatters.com and RetailEnergyX.com, such as Reliant's home automation services, and Direct Energy's Direct Your Plan