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[Narrator] Nordstrom - a brand name known for excellence in retail and now too, for helping our community maintain energy availability.
[Bill McQueen] Our company was founded in 1901 by John W. Nordstrom and his partner, Carl Wallin.
They opened a small shoe store in Seattle, Washington, and they opened it with
the principles of excellent service, selection, quality and value.
First and foremost, all of our energy efficiency measures and activities are done because it is the right thing to do.
We've always voluntarily participated in Demand Response during times when there is a shortfall of energy.
Today we are able to do so automatically through the systems we've installed with the help from SDG&E.
We benefit, from a rate standpoint, during Critical Peak events because during those times,
rates are higher and we're using less energy.
We prepared to participate in Demand Response by finding lighting systems and circuits
that could be reduced or turned off with minimal impact to the shopping experience.
We turn off the cove lights. We turn off the spotlights. We turn off display windows.
Interestingly, our customers take part in the event along with us.
We have store announcements that tell what's going to happen and then when the lights are diminished,
they know what's going to occur.
The sales people are all prepped in advance and they can explain it as well.
The customer response has been excellent.
When the lights dim, they know why it's happening and they're aware that we are helping
out the community so that there will not be a shortfall, or at least we can help avoid the risk of it.
Advice I'd give to another company that wants to do what we've done, in terms of
Critical Peak Demand Response, is to work closely and collaborate with the different parties involved.
Work closely with those folks inside your company. Work closely with the utility company,
and most importantly, work closely with the customer.
We've done those three things and as a result, it was a very easy thing to pull off.
[Narrator] Nordstrom - 2010 Retail Energy Champion.