In many categories, customers have low interest in interacting with the provider. (One time I had to do follow up research on heating and air conditioning customers. They couldn't care less about it–as long as it was working.) One of the best ways to raise interest is to partner. 

Wall Street Journal: Retail Electricity, by Selina Williams, 2012-Jun-18. Via www.Reveries.com

The utilities, meanwhile, “feel they have much to gain from the marketing experience and brand awareness of retailers.” In Australia, AGL Energy and Coles Supermarkets are collaborating on a loyalty program that “gives AGL residential customers rewards points for discounts on Coles purchases and gives Coles shoppers points if they switch their gas or electricity account to AGL.” A key benefit to both is the resulting insights into their mutual customers. For example, “a shopper who buys a lot of organic goods might be more receptive to solar panels.” As AGL’s Michael Briggs explains: “You’ve got to be able to understand consumers, to segment them … and retailers are better at understanding the customer.”