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ELECTRICAL INSTALLERS PREFER TRAINING WHEN WINTER HAS COME

Following training is an efficient way for electrical installers to keep up to date with products developments, trends, and laws and regulations. As we have seen in previous articles, European electrical installers are quite fond of it, given that a pandemic could not even keep them away from training. Also, electrical installers are quite interested in receiving training and certification from manufacturers and are willing to invest precious time in such training despite their busy schedules.

HOW EFFECTIVE ARE ADVERTISEMENTS AIMED AT INSTALLERS?

Every year, manufacturers of electrical installation products spend considerable funds and efforts to advertise their brands’ new solutions, systems and products. These advertisements, whether found in traditional media channels like radio and magazines, or on the vast virtual plains of the internet and social media, all have a common goal: to call their audience to action.

WILL VIRTUAL TRADE SHOWS REPLACE TRADITIONAL ONES?

In the past year, COVID-19 caused pretty much all physical events to be cancelled, including traditional trade shows. Even at this moment, it is still uncertain when it is possible to visit trade shows again. The gap left by cancelled physical events was filled by virtualising those events. Virtual meetings became and will remain to be crucial in many business processes, even after the COVID-19 pandemic is over and done with. But how about virtual trade shows? Will they replace the traditional trade shows? The results of the European Electrical Engineering Monitor Q1 2021 give a very clear answer to that question.

CAN PRICE SEDUCE ELECTRICAL INSTALLERS TO CHANGE BRANDS?

The construction sector can be rather traditional where it comes to brand choice, and the installation market is no exception. On average, electrical installers do not easily switch to another brand of installation products, for instance. One reason is a strong and often habitual brand preference among installers. In other words, installers that are familiar with and experienced in installing a certain product or brand will stick to what they know. But what if you offer them money? Or actually, what if you offer them better prices than your competitors? Would that entice installers to change brand? That was one of the questions answered in the Q4 2020 report of the European Electrical Installation Monitor which focused on installers’ attitude towards pricing in seven European countries.

PURE ONLINE PLAYERS CAN DISRUPT INSTALLERS’ TRADITIONAL BUYING JOURNEY

Price is often considered to be a focal point in purchase decisions in both B2C and B2B. Nowadays, price transparency has a big impact on the consumer market, as we are much more used to check and compare prices online before making a purchase. But how does price transparency affect the purchasing behaviour of the electrical installers, a very traditional target group in a very traditional market? In our quarterly research conducted in 7 major European markets, we investigated the impact of price on electrical installers’ purchasing behaviour and whether their traditional buying journey can be disrupted by pure online players. We found out that price transparency and lower online prices can indeed disrupt installers’ traditional purchasing behaviour in the future.

BIM AWARENESS BOOMING AMONG ELECTRICAL INSTALLERS

In the trend of digitalisation in the construction sector to make construction processes more efficient, Building Information Modelling (BIM) takes an important role. We have seen the rise in BIM awareness and usage among architects and general contractors, parties that are involved at early stages or throughout the construction process, in the results of our monitor researches over the last years. But how is this rise of BIM reflected by target groups that come in at later stages of the construction value chain, like electrical installers? To what extent are they familiar with and make use of BIM in their projects? To answer these questions we added a section about BIM to the Q3 2020 Electrical Installation Monitor, of which the main theme was Services in the Installation Sector. Aside from services offered by installers, we focussed on services installers expect from manufacturers, including BIM support. To put results in perspective, it was necessary to provide a BIM update among this target group. The results show a major rise in installers’ awareness of BIM over the last two years.

HOW POPULAR ARE TRADE SHOWS AMONG EUROPEAN ELECTRICAL INSTALLERS?

​Despite the rising influence of new media and social media, personal contact remains of vital importance in the construction and installation market. When comparing installers’ usage of different varieties of media, for instance, personal media remains at a top position, as is shown in the results of the Q1 2019 European Electrical Installation Monitor, which focuses on the media orientation and consumption of electrical installers in seven European countries.

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