David Williams, Schneider Electric’s VP Transactional Business and Major Pursuits UK&I, explores the shift from traditional in-person trade counters to blended, multi-channel experiences for the electrical installation industry.

Our electrical installation industry continues to navigate changes and new trends. The digital world has opened many opportunities across our sector, both now and for the future.

Schneider Electric’s research into the Trade Counter of the Future reveals current and future evolutions in our industry.

Distribution is now firmly multichannel

The trade counter remains the vital channel – accounting for 41% of all purchases. At the same time, we’re seeing a purchasing evolution with increases in the use of digital channels. Our research found that three in four customers are expecting to use online for ordering and quoting more in the next five years. And let’s not forget, websites aren’t the only digital channel. Trade customers are also using email, mobile and even messaging apps such as WhatsApp to place orders these days.

It’s important to recognise that multichannel is here to stay. To succeed in this multichannel world, consistency of service and product availability across all channels are vital to create a seamless experience that suits individual customer needs.

Adapting to generational differences

Despite the move to online, a generational divide is evident. Younger tradespeople (25-34 years) overwhelmingly prefer online and mobile ordering, with 84% expecting to increase their use of digital channels in the next five years. In contrast, 39% of those over 55 don’t think their use of online will change.

This means wholesalers could benefit from segmenting their communications and offerings. Digital-first, mobile-friendly platforms are essential for younger trades, while relationship-driven, face-to-face service remains crucial for older customers. Channels like WhatsApp, YouTube, TikTok, and email should be tailored to audience age and digital behaviour.

Setting new standards in terms of speed and convenience

Consumerism has raised the bar when it comes to fulfilment and convenience in our everyday lives. This is influencing the business sector where speed, convenience and customer service are key elements in the purchasing journey, it’s no longer just about price.

Over half of trade customers now expect the same speed and convenience from their business suppliers as they get in their personal (consumer) lives. More than half say they choose online ordering because it saves valuable working time (56%), it offers convenient delivery direct to home or job site (54%) and it ensures fast, reliable and on-time deliveries (53%).

To respond to this, it’s worth investing in supply chain transparency, real-time stock visibility, and robust fulfilment infrastructure to meet these expectations with a seamless approach.

Differentiating with knowledge and education

When visiting trade counters, almost three-quarters (71%) of customers rate knowledgeable staff as extremely important, two-thirds (66%) like to browse new products and two in five are attracted by innovation hubs to trial new technology (41%) or attend live demonstrations (43%).

As product research and price comparisons move online, the physical trade counter can differentiate itself with its deep expertise and experience. Innovation hubs, digital POS displays, and QR-linked product information can transform the trade counter into a centre for upskilling and discovery. Training modules, digital brochures, and incentives for attending knowledge sessions can drive footfall and foster loyalty, especially among younger and new-to-industry tradespeople.

Aligning to customer behaviour and preferences

We identified two main customer mindsets that need to be considered. “Quick Collectors,” who value efficiency and speed, and “Browsers”, who seek advice, product discovery, and in-person engagement.

In this increasingly multichannel world, the trade counter can be reimagined as a hybrid service hub. Express lanes and streamlined collection points will cater to the Quick Collectors, while interactive education zones, live demonstrations, and innovation hubs will engage the Browsers.

Getting ready for the trade counter of the future

In our multichannel world, the trade counter is evolving. Channel customers expect a seamless blend of speed, service, and knowledge regardless of the channels they prefer.

Wholesalers are perfectly positioned to deliver consistent experience wherever an order is placed, while using the physical counter to provide what digital alone can’t: trusted expertise, hands-on discovery and human relationships.

By embracing these changes, electrical wholesalers can not only keep pace with evolving customer expectations and behaviour but also secure their place at the heart of the industry for years to come.

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