The household segment, where the number of supplier switch cases represents a small percentage, is considered to offer a strong potential. In 2019 more than 61 500 consumers of electricity switched their suppliers (including approximately 8 900 institutional customers and approximately 52 600 households). In 2019 the rate of supplier changes in case of households dropped, as compared to 2018, by 9%, and in case of institutional entities, by 30%.
The offering of TAURON Sprzedaż for the business segment in 2019 included 2 media: electricity and gas fuel. The above company continued its activities geared towards building customer loyalty, with particular emphasis placed on developing an offering that would meet customer expectations. Customers were offered a number of products to choose from, taking into account their needs and the specifics of electricity consumption, including ecological, exchange based and technical products.
The sales of the TAURON Giełda product, structured based on the market prices set based on the RTT TGEindices performance, were continued in 2019. Furthermore, in order to intensify electricity and gas contracting, the TAURON Multipakiet product that provided simultaneous customer contracting with respect to both media within a single contracting negotiations process, continued to be a part of the offering. The Wakacje od faktury product was very successful with its sales rising almost four times in 2019 versus the previous year.
The process of mass segment customers (individual customer and small and medium size enterprises) migrating from the tariff based pricing to the product based pricing, was also observed in 2019. As of the end of 2019, TAURON Capital Group was selling electricity under agreements guaranteeing commercial terms over the specified period to 43% of the segment’s customers (loyalty building agreements), while 57% of the customers were buying electricity at tariff based prices.
The key element of the commercial offering for the mass customers in 2019 were the combined products: Elektryk and Serwisant, based on the assistance functionality, that were used by more than 1.5 million customers (medical packages were launched, the functionality of the Serwisant 24h PLUS product was extended).
Furthermore, in 2019 the range of products addressed to the customers was extended by adding specialized products, e.g. TAURON Smart Home, with its sales in 2019 reaching 16 000. The assistance products will represent the core of the offering also in 2020.
In 2019 the retail supply of electricity by the Supply Segment companies to more than 5.5 million customers reached approx. 33.7 TWh, i.e. 98% of the 2018 level when the supply came in at approx. 34.5 TWh. Decreased supply volume was visible primarily in the Business Customer Segment, which was due to the loss of customers and the declining demand or the number of the consumption points at the customers’ included in the portfolio of TAURON Capital Group’s supply companies.
The below table presents information on the volume of electricity supplied by TAURON Capital Group’s subsidiaries conducting operations related to the retail electricity supply to customers, as well as the number of customers, broken down into individual customer segments, in 2019.