Schneider Electric releases research which explores the shift in trade counter buyer behaviour.
Buying behaviours are changing fast across the electrical industry. New research from Schneider Electric reveals the key trends reshaping trade counters, based on a survey of 489 electricians and electrical contractors across the UK and Ireland.
The survey shows that while trade counters are still the top choice for customers buying electrical products, the purchasing experience is set to evolve into a multi-channel journey.
Trade counters currently handle one in five (41%) purchases but 75% of those surveyed expect to increase their use of online approaches for ordering and quoting in the next five years. Among younger generations (aged 25-34 years old), the expectation rises to 84%.
Schneider Electric’s research shows that the choice to shop in-person will hinge on the value and convenience trade counters can offer electricians and contractors.
Almost three-quarters (71%) say that knowledgeable staff are extremely important when visiting a trade counter
More than half (53%) want the same speed and convenience from their suppliers as they get from consumer brands
Despite the next generation of electricians and contractors making different demands than previous generations on trade counters, service quality and product availability still remain key priorities for buyers. And, 76% report that in-store point-of-sale acts as a trigger for conversations and relationship building, which are seen as critical in the impersonal digital world.
Schneider Electric’s Trade Counter of the Future Top Trends
Distribution is now firmly multichannel
The trade counter remains central. But customers are increasingly buying through a mix of online, email, mobile and messaging apps. The winners will deliver consistent service and stock availability across every channel.
Generational expectations are widening the channel mix
Generation Z tradespeople are digital-first, while many Generation X customers still value face-to-face service. Electrical wholesalers and distributors can respond by tailoring platforms, communications and service models to different customer groups.
Speed and convenience are becoming non-negotiable
Trade customers increasingly expect consumer-grade fulfilment. They want to save time, get delivery to site, and rely on fast, on-time service. Price alone is no longer the deciding factor.
Real-time visibility and fulfilment performance are strategic priorities
As expectations rise, customers want clarity. Real-time stock visibility and dependable delivery and collection are becoming essential to loyalty.
Knowledge and education are the physical counter’s advantage
As product research moves online, the counter can stand out through expert staff, innovation hubs and live demonstrations. Digital tools in-branch can also support learning and upskilling.
Counters are splitting around two customer mindsets
Some customers want to collect and go. Others want to browse, ask questions and discover new products. The counter is becoming a hybrid hub, with fast collection points alongside interactive advice and demo areas.