Merchandising
The trade counter of the future
Exploring the shiſt from traditional in-person trade counters to blended, multichannel experiences for the electrical industry.
T
he digital world has opened many opportunities across the electrical wholesale sector, both now and for the future. Here, Schneider Electric’s David Williams shares insights from Schneider’s research into the ‘Trade Counter of the Future’ - revealing current and future evolutions in the 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 3 in 4 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
22 | electrical wholesalerJuly 2026
“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%).”
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
ewnews.co.uk
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