Are electrical installers buying at pure online players?

Last year, USP Marketing Consultancy started a new multi client research called the European Electrical Installation Monitor (EEIM).

Last year, USP Marketing Consultancy started a new multi client research called the European Electrical Installation Monitor (EEIM).  This monitor is run every quarter amongst 1,200 electrical installers in the Netherlands, Belgium, France, Germany, the UK, Poland and Spain. Every quarter a different topic is being investigated (BIM, brand awareness, smart homes etc).

 The topic of the first report was Purchase channels (Q4 2016). I wanted to share some interesting results with you.

In all countries, more than 90% of the electrical installers uses the traditional specialized installation wholesale channel. This is not a big surprise and more or less in line with what we see with HVAC installers. If we take a step further and look at the share of wallet (SOW), differences per country start to appear. Electrical installers in Germany have the lowest SOW at the traditional specializes installation wholesale, at around 60%. Installers in the UK and the Netherlands have the highest SOW with this channel at around 80%.

In the last couple of years the amount of different purchase channels have increased. For example, we also looked at the ‘pure online players’ (Only online presence, no physical stores).  Again, here we see differences per country. In the Netherlands almost half of all electrical installers uses this channel. The SOW is still in single digits, but expected to grow rapidly. In France both the usage and SOW of this channel is the lowest.

There is also a trend of professionals buying at DIY stores. Our research seems to validate this, or at least in some countries. In Germany and the Netherlands about one in five installers use this channel. Poland is leading however, with about 40% of installers buying at this channel. In the image above, you will see an overview of the purchase channels in Poland.

Obviously, the purchase channel of a light bulb is different from for example home automation. That’s why in the full report we also have the individual purchase channels for lighting, cables & wiring , switches & sockets, electrical enclosures, access control, home automation, electrical heating and detectors.  Furthermore, we also report on many other topics, including the way of ordering (telephone, fax, online, in the store etc).

in case of any questions feel free to contact me at hoogenboom@usp-mc.nl