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By Jesse Berst

The article asks the question: "Will consumers buy electricity from the same stores where they go for groceries or big-screen televisions?"

"Increasingly, the answer is 'yes,'" the WSJ declares. Utilities in Britain, Australia, the US and elsewhere are teaming up with major retailers to sell energy and related products directly to consumers.

Such deals can be constructed to the benefit of utilities, especially if energy is sold under the utility's brand name. With the right kind of partnership, a utility could also benefit from the retailers' many locations, superior customer service and high trust.

And, as the WSJ points out, having a presence at retail also gives utilities a chance to bundle basic energy with products such as smart thermostats and grid-friendly appliances. In the UK, a spokesman for department store Marks & Spencer told the WSJ the firm sees "a massive growth opportunity" in energy-management products.

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Jesse Berst is the founder and chief analyst of Smart Grid News.com, the industry's oldest and largest smart grid site. A frequent keynoter at industry events in the U.S. and abroad, he also serves on advisory committees for Pacific Northwest National Laboratory and the Institute for Electric Efficiency. He often provides strategic consulting to large corporations and venture-backed startups. He is a member of the advisory boards of GridGlo and Calico Energy Services.

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