Shell enters home energy market with First Utility rebranding
The Shell brand entered the home energy market on Monday, as the company rebranded its First Utility acquisition as ‘Shell Energy’, sweetening the transition by switching all of its British residential customers to 100% renewable electricity.
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It said renewable electricity would now be offered as standard to all existing and new customers, along with discounts at Shell filling stations across Great Britain.
Shell Energy Retail said it would also be rolling out a range of smart home technology offers throughout the year, starting with smart thermostats and home electric vehicle charging.
The brand change came a year after Shell acquired First Utility.
“We are building on the disruptive nature of First Utility to give customers something better,” said Shell Energy Retail chief executive officer Colin Crooks.
“We know that renewable electricity is important to them and we are delivering that, while ensuring good value and rewarding loyalty.”
Crooks said the firm wanted to attract customers with fair pricing, strong customer service and innovative offers in a bid to set the brand apart from its competitors.
“Later this year, we’ll be announcing a string of exciting services that offer greater convenience to householders and help make homes more efficient.”
Mark Gainsborough, executive vice-president of Shell New Energies, added that the rebranding was a “good example” of the company’s approach to building a significant electricity business, in line with customer needs.
“Shell recognises the world needs more energy with lower emissions and this will give customers more flexibility, greater control and cleaner energy,” Gainsborough said.
Shell Energy said household customers of electricity and gas in Britain would enjoy 100% renewable electricity as standard, on all tariffs, a 3% saving on fuel at Shell stations, a range of smart home offers including smart thermostats and a discounted offer on home electric vehicle charger, and “fast and reliable” broadband.