Ireland's share of electricity generated from RES-E (renewable energy sources) is due to increase from 14.4% in 2009 to 40% in 2020. With this target predominantly fulfilled with wind generated electricity, the need for increased grid flexibility to facilitate this intermittent energy source is becoming ever more significant. As smart metering becomes available, demand side participation will be one option for achieving this flexibility. Using an immersion heated hot water tank as an example, this paper examines the impact that price optimised load scheduling has on the facilitation of wind generated electricity. To replicate real-world data availability, optimisation is performed using day-ahead predicted prices while the results are calculated using final prices and metered generation data. The results demonstrate a correlation between the day-ahead predicted half-hourly price of electricity and real-time wind availability. This supports the use of price as a means of providing an incentive for load response in order to increase the amount of renewable energy that can be facilitated on the electrical grid. Furthermore, various thermal storage efficiencies were examined for the device to reveal that as the energy loss rate of the device is reduced, the financial savings increase, wind generation increases, and conventional generation decreases. (C) 2011 Elsevier Ltd. All rights reserved.