Electrical installers in Europe don’t like the fact that professional installation brands are sold through DIY stores
More and more professional installation brands can be found in the DIY stores, but there is only little information about the opinion of the electrical installers regarding this development. Overall, the electrical installers in Europe are rather negative towards this development. That is one of the outcomes of the Q3 report from the European Electrical Installation Monitor, with the theme 'Love Brands'. The survey was conducted among 1,200 electrical installers in seven countries.
Lowest share of positive attitude in Germany
Overall, the electrical installers in Europe don’t like the fact that professional brands are sold through DIY stores. This is the most applicable for the German electrical installers. About 77% of the German electrical installers is negative or very negative. In addition, only 3% of the electrical installers is positive or very positive towards selling professional installation brands.
Negative tendency in Spain, Belgium, France and the Netherlands
The electrical installers in Spain seem to be less negative towards this development than the electrical installers in Germany, but still in Spain 7 out of 10 electrical installers still see this as a rather negative or very negative development. The majority of electrical installers in Belgium, France and the Netherlands are rather negative or very negative. In these countries, this share is about 60%.
The UK and Poland highest share of positive attitude
In the UK and Poland about 15% of the electrical installers is positive or very positive towards selling professional installation brands in DIY stores. In the UK and Poland there is also the lowest share of electrical installers that think this is a negative development. Overall, these are the countries which are the most positive towards this development.
Reasons for the attitude towards DIY stores selling the professional brands
One of the reasons for this rather negative attitude towards DIY stores selling professional brands is that the influence of electrical installer on e.g. product choice will decline by this development. When the end users can buy the products themselves, the added value of the electrical installer will change.
In conclusion, the majority of the electrical installers in Europe don’t like the fact that professional brands are sold through DIY stores. In all researched countries, except for the UK and Poland, the vast majority of the Electrical installers sees this as rather negative or very negative.
The impact of the pandemic on the home improvement market (free rep...
With hindsight, this is actually not that strange. Consumers started to spend more time indoors in their ho... Read more
BIM awareness booming among electrical installers
Major increase in BIM awareness among electrical installers European Electrical Installation Monitor Q3 20... Read more
Attic renovations more popular than before
European Home Improvement Monitor - USP Marketing Consultancy Home office leads to changing consumer needs... Read more