Electrical installers: Way of ordering

Installers spend most of their money at the traditional specialised wholesale. Also important is the way they order at the traditional specialised wholesale. According to the latest European Electrical Installation Monitor, the majority of the installers in Europe order more via traditional ways at the traditional specialised wholesale.

The European Electrical Installation Monitor discusses the way of ordering at the traditional specialised wholesale in the electrical installation market. We have split this group into two categories. Traditional ways of ordering involve ordering via telephone, fax, at the counter in the store and via sales representatives. Online orders at the traditional specialised wholesale are done via the website of the wholesaler.

In most countries, it appears that the majority orders via the traditional way at the traditional specialised wholesale. 93% of the Spanish market orders traditionally. Also Germany (87%), United Kingdom ( 84%) and Poland(84%) order traditionally at the traditional specialised wholesale.

Only in The Netherlands, the way of ordering at the traditional specialised wholesale is more often online than traditional. About 69% of the Dutch electrical installers order online at the traditional specialised wholesale. Also, the influence of online ways of ordering at the traditional specialised wholesale is shown in the figures.  45% of the Belgian electrical installers order their products online at the specialised Wholesale.  

Expectation: Increase of more than 10>#/strong###

When the companies are ordering online, The Netherlands(41%) and Belgium(33%) expect an increase of more than 10% regarding the ways of ordering at the traditional specialised wholesale. Despite the fact that in Spain, the least of the orders are online at the traditional specialised wholesale, Spain has the highest number of installers indicating that in the last year the share of online orders at the traditional specialised wholesale has increased.

In most countries, a majority of the electrical installers normally gets their ordered products delivered. Only in Poland the way of getting products is about fifty-fifty in terms of getting them delivered versus picking them up. The bigger the company, clearly the more often the products are delivered to them.

Consequences

One of the consequences will be that electrical installers fewer times in the physical wholesale and they will order more online at the traditional specialised wholesale. More importantly, there is a possibility for instore promotions and advertisements and build a relationship at the traditional specialised wholesale. It is interesting to see how this aspect will develop in the next years.

Following this trend, we see that traditional specialised wholesales adapt to the market. For example, REXEL makes use of e-business on their website and it is more convenient to order online at the traditional specialised wholesale.

All in all, the forecast for coming years is that the share of online ways of ordering at the traditional specialised wholesale will increase. It will be very interesting to see how this will develop and what the consequences will be.

A total of 1200 installers from 7 European countries have participated in the European Electrical Installation Monitor.

In case of any further questions, feel free to contact me: hoogenboom@usp-mc.nl