VALORE LUCE PLUS

There are many reasons why a family may consume more electricity than average. Perhaps simply because there are many people living in the house: large families in Italy make up 5.3% of the total. Or due to the combination of smart working and distance learning, with many devices on all day. Valore Luce Plus is the first Enel Energia offer designed to meet this need: reducing electricity bill costs for users who consume more than 3500 kWh of electricity and who represent 11% of the residential market in Italy. With a contribution of €3 per month, Valore Luce Plus offers the lowest energy component price among all available offers, fixed for two years. Additionally, it is possible to request a free increase in meter power, without paying commercial charges. Finally, as with all residential offers, the energy will come from certified renewable sources such as water, sun, wind, and geothermal heat. Valore Luce Plus can be subscribed to until February 1st through all Enel Energia channels.

The idea for this new offer came from the constant listening that the Enel Energia team gives to customer needs. «Valore Luce Plus was born from the ground up, thanks to feedback from sales channels, who reported the needs of users with high energy consumption», explains Donato Cortazzo, who has been on the marketing team for nine years, specializing in the launch of new offers. It was Cortazzo and his colleague Valentina Pascale, with eleven years of experience in the market area, who first envisioned Valore Luce Plus. «We always say that salespeople are our first customers. Interviewing them is the best way to listen to needs coming from the field, how the market is changing, what Italians are asking for. From this constant brainstorming came the request to support families with a high level of consumption. These are users who also have a high sensitivity regarding energy. The data tells us, for example, that they are the ones most inclined to choose highly energy-efficient appliances».

These are customers who particularly care about the energy they use, and for this reason Enel decided to create a tailor-made offer for them. The idea conceived by the Cortazzo and Pascale team then moved on to the agile room that oversaw «the grounding of the product», as Francesca Morucci from the Offers Team tells us. It was still 2019, before the pandemic and lockdown strengthened the needs for which Valore Luce Plus had been conceived. «The offer was developed in an agile environment, a method that allowed us to shape the idea quickly, thanks to the work of all the professionals involved. The climate of continuous skill sharing that defines the agile method was essential to complete such an innovative product. The advantage of agile rooms is being able to mix different skills: no one looks only at their own piece of the work, but feedback is constantly exchanged».

The final goal was achieved without ever losing sight of the customer, their lifestyle, and their needs. «Valore Luce Plus was created to help those families who found themselves with a three-figure bimonthly bill, who live in large homes, who are inclined toward energy efficiency and focus everything on electricity», explains Pascale. The horizon of this offer is a new model of energy consumption: the complete electrification of homes: induction cooktops instead of gas stoves, heat pumps for home heating, and the small but growing percentage of consumers who opt for electric cars, using the home’s electrical system in single-family houses to charge them. The smart working context has amplified a change already underway in the Italian market: «It’s not just the more intense use of devices. Think of those who worked from home in the summer, using air conditioners very heavily». Society's needs are constantly evolving, lifestyles are changing, and people’s relationship with energy is shifting, bringing new demands. Valore Luce Plus is one of the tools designed to respond to those demands directly, attentively, and innovatively.