Merchandising 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.


Electric Heating BSRIA World reports “complex” heat pump market


The BSRIA Worldwide Air Conditioning and Heat Pump reports reveal a complex and diverging global cooling market.


W


hile overall demand has risen 245% since 2010, the market now has two distinct tracks: a high-value commercial sector driven by specialist applications, and a high-volume residential sector where intense competition is suppressing prices. The new studies, covering 18 key AC markets and 15 heat pump markets, identify the key forces shaping the industry: enhanced technology, tighter regulation and the rapid proliferation of data centre cooling systems.


Residential price pressure contrasts with commercial value growth


The reports show a clear divergence in pricing. In the commercial sector, average selling prices for products like chillers and air handling units rose by 3.6% and 4.5%, respectively, in 2025. This contrasts with the residential segment, where the average


ewnews.co.uk


price for ductless split systems has declined. BSRIA’s analysis attributes this to competition, with the top ten suppliers now accounting for over 85% of global sales in this category.


AI and data centres fuel demand for specialist cooling


A major growth has been the data centre industry, where AI’s expansion is creating demand for more advanced liquid cooling solutions. AI workloads are pushing racks beyond what traditional air systems can handle, accelerating the adoption of liquid cooling technologies.


Technology shift towards inverters and low-GWP refrigerants


The research confirms a rapid shift towards inverter-based systems, particularly in emerging economies. This is happening alongside a legislative push to phase down low-energy-


efficiency AC systems and HFCs, making low-GWP and natural refrigerants mainstream choices for new cooling systems and retrofits.


Space heating keeps pulling AC sales up BSRIA’s research also confirms that 2025 marked the beginning of a recovery for the global heat pump market. While often associated with cooling, air conditioning systems are playing an increasingly important role in heating installations, with reversible single-splits growing 3.3% by volume on a global scale.


July 2026 electrical wholesaler | 23


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32  |  Page 33  |  Page 34  |  Page 35  |  Page 36  |  Page 37  |  Page 38  |  Page 39  |  Page 40  |  Page 41  |  Page 42  |  Page 43  |  Page 44  |  Page 45  |  Page 46  |  Page 47  |  Page 48  |  Page 49  |  Page 50  |  Page 51  |  Page 52