european electrical installation monitor q4 2019 · q4-18 q4-19 q4-18 q4-19 q4-18 q4-19 q4-18 q4-19...
TRANSCRIPT
Theme: Online ordering and buying
European Electrical Installation Monitor – Q4 2019
March 2020
2
Table of contents
1. Research background
2. Country installation profile
3. Turnover and order book
4. Online ordering and buying
5. Appendix
Research background
3
Insights into the economic developments among the installers.
Monitoring developments of main trends on the installation market on a regular basis, in order to facilitate the strategic decision making in the company.
The current theme is all about smart buildings and products.
Research objective
Planning & Process
May 2019
Report Q1
August2019
Report Q2 December 2019
Report Q3
March2020
Report Q4
Methodology
Quantitative phone research
(150 interviews in 5 countries, 100 in
the Netherlands and Belgium)
Target group
Electrical installers
Countries
Research topics
Thorough data analysis in SPSS
Quarterly multi-client report
Analysis, reporting & advice
Fixed
part:
Economic developments of the installation
companies in Europe: order book and turnover
development
Specific
topic:
Q1 2019 – Media orientation
Q2 2019 – Labour shortage and its consequences
Q3 2019 – Smart buildings/products
Q4 2019 – Online ordering and buying
Objectives and phases | Methodology and structure | Response | Background characteristics
4
Methodology Structure of the report
First of all, in order to create better insights and
readability, the most mentioned answer(s) or most
important findings are marked.
In chapter 2, insights will be given into the activities
of the installation companies.
Chapter 3 will focus on the turnover and order
books of the companies.
The theme of this quarter will be discussed in
chapter 4.
Finally, in the appendix, additional information
about the survey and about USP Marketing
Consultancy itself can be found.
From the next chapter onwards, the given results
for each country are weighted by company size.
During the survey, companies of different sizes/
FTE categories were interviewed in order to find
out if there are interesting and remarkable
differences between differently sized installation
companies. Three company size categories are
formed:
• Small: 1-4 FTE (Full Time Employees)
• Medium: 5-14 FTE
• Large: 15 FTE and more
Results
The results in this report on a total scale per
country are weighted so that all three FTE
categories have an equal influence on the total
country results. This is done because larger
companies have a larger impact on the installation
sector in a country, and we think it is important that
big companies are also well represented so that the
results are not heavily influenced by many smaller
companies.
Research background
Objectives and phases | Methodology and structure | Response | Background characteristics
5
Table of contents
3. Turnover and order book
5. Appendix2. Country installation profile
1. Research background
4. Online ordering and buying
6
Core electrical activities
Other installation activities
Total
Number of activities Total
Country installation profile
5-14 FTE15 FTE
AND MORE1-4 FTE
Core electrical activities
Residential
Non-residential
Industrial
Infrastructural
Total 5-14 FTE15 FTE
AND MORE1-4 FTE
New build projects
Renovation
Maintenance, planned or not
planned/ ad-hoc works
Distribution turnover per project type
Total 5-14 FTE15 FTE
AND MORE1-4 FTE
Distribution per segment
91%
Lighting and luminaries
Electrical enclosures/ switch boxes
Home automation
Battery storage
Solar / PV-panels
Charging stations for electrical vehicles
Solar collectors
Other activities
Heating, ventilation, air conditioning(HVAC)
Plumbing activities/ water systemsinstallation
Introduction and summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
7
Table of contents
5. Appendix1. Research background
2. Country installation profile
3. Turnover and order book
4. Online ordering and buying
Turnover and order book
CONTENTS
QUESTIONS REGARDING
THE TURNOVER
This chapter will show the summary of turnover and order book
developments for all seven countries first. After that, the results
concerning turnover and order book will be shown in more detail
per country.
”If you compare your turnover of the fourth quarter of 2019 to
the fourth quarter of 2018, how did your turnover develop?”
“How big (in months) is your current order book portfolio? So for
how many months will you be able to keep your current staff
working?”
“What are your expectations for the development of your
turnover in the first quarter of 2020 in comparison to the
turnover in the first quarter of 2019?
QUESTION REGARDING
THE ORDERBOOK
8
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
38%
30%
42% 42%
12%
26%
37%35%
42%36%
56% 56%
37%
21%
-70%
-50%
-30%
-10%
10%
30%
50%
70%
Q4-18 Q4-19 Q4-18 Q4-19 Q4-18 Q4-19 Q4-18 Q4-19 Q4-18 Q4-19 Q4-18 Q4-19 Q4-18 Q4-19
TURNOVER BALANCE
NEGATIVE BALANCE
Turnover and order book
(% INCREASE minus % DECREASE)
POSITIVE BALANCE
UK Germany France Poland Belgium The Netherlands Spain
9
If you compare your turnover of Q4-19 to the same quarter last year, how did your turnover develop?
Turnover
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Turnover outlook Order book portfolioHow big is your current order book portfolio? If you compare your turnover of Q4-19 to Q4-18, how did your turnover develop?
What are your expectations for the development in Q1-20?
PO
SIT
IVE
N
EG
AT
IVE
Turnover and order book
TURNOVER BALANCE (% INCREASE minus % DECREASE)
10
COMPARISON SAME QUARTER LAST YEAR
ORDER BOOK (MONTHS)
EU | BELGIUM
42% 30% 32%
39% 36%
29%
-80%
-40%
0%
40%
80%
Q4 Q1 Q2 Q3 Q4 Exp. Q1
2018 2019 2020
5,8
6,0
3
4
5
6
7
Q4 Q1 Q2 Q3 Q4
2018 2019
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
11
Table of contents
5. Appendix1. Research background
2. Country installation profile
3. Turnover and order book
4. Online ordering and buying
Online ordering and buying
12
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Summary – countries overview
• …
Online ordering and buying
13
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Country summary – The United Kingdom
• …
Buying at channel
(in general)Do you buy installation products
through the following channels?
Buying ONLINE
at channelFor the following channels, do
you (sometimes) order online?
Share of money
spend ONLINEApproximately what share of
the money spend through that
channel is ordered online?
Share of orders
done ONLINEApproximately what share of
the number of orders placed is
ordered online?
Specialised installation wholesale ..% ..%
Direct from the manufacturer ..% ..%
DIY store ..% ..%
Online ordering and buying
14
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
94%
36%
Where do installers buy (online)
Sample size (N): 150
If buying online
..%of the installers (also) buy at
pure online shops
Taking all 4 channels into account
(wholesale, manufacturer, DIY &
pure online), it appears that
..%buys online
Online ordering and buying
15
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
If ordering online → Products bought online
Specialised installation wholesale (top 5)
What installation related products do you order online through the wholesale channel?Sample size (N): 96
Direct from the manufacturer (top 5)
What installation related products do you order online through the manufacturer?Sample size (N): 55
DIY store (top 5)
What installation related products do you order online through a DIY store?Sample size (N): 34
Pure online shop (top 5)
What installation related products do you order through a pure online shop?Sample size (N): 114
25%
Lighting and luminaries
Switches and sockets
Electrical enclosures/ switch boxes
Cables and wiring
Heating (f.e. boilers, radiators etc.)
Online ordering and buying
16
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
If ordering online → Reasons to buy online
Specialised installation wholesale (top 5)
What are the most important reasons to buy online at the wholesaler?Sample size (N): 96
Direct from the manufacturer (top 5)
What are the most important reasons to buy online at the manufacturer?Sample size (N): 55
DIY store (top 5)
What are the most important reasons to buy online at a DIY store?Sample size (N): 34
Pure online shop (top 5)
What are the most important reasons to buy at a pure online shop?Sample size (N): 114
31%
Cheaper
Fast delivery
Niche products/ product I can’t find anywhere else
Convenient for smaller projects
Time saving
Online ordering and buying
17
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
If NOT ordering online → Reasons to not buy online
Specialised installation wholesale (top 5)
What are the most important reasons to not buy online at the wholesaler?Sample size (N): 46
Direct from the manufacturer (top 5)
What are the most important reasons not to buy online at the manufacturer?Sample size (N): 36
DIY store (top 5)
What are the most important reasons not to buy online at a DIY store?Sample size (N): 20
Pure online shop (top 5)
What are the most important reasons not to buy at a pure online shop?Sample size (N): 36
11%
No personal contact
Loyal to current point of purchase
Payment disadvantages
Inconvenience (other ways aremore convenient)
Habit/ no need
Online ordering and buying
18
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Highest potential products for pure online
shops (top 5)
Which product groups do you foresee to have the highest
potential to be bought through pure online shops in the
future?Sample size (N): 150
32%Lighting and luminaries
Switches and sockets
Electrical enclosures/ switchboxes
Home automation
Cables and wiring
None
Don't know/no opinion
Devices used for ordering onlineWhat device do you use for ordering online?Sample size (N): 131
91%PC / laptop
Smartphone
Tablet
Pure online shops installers buy atCan you mention the names of all pure online shops you buy at?Sample size (N): 114
46%Amazon
RS Components
Screwfix
Ebay
CPC
TLC
Toolstation
Farnell
Rexel
Other
Don't know/no opinion
Online ordering and buying
19
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Attitudes towards online buyingIn what degree do you agree with the following statements? Sample size (N): 150
Sum
(strongly) agree
I prefer to first buy products offline at least once, before starting ordering them
online
It would be a good thing if the specialised installation wholesale would launch
an online consumer web shop
The more large projects we have planned, the more we order online
In 5 years from now our company will buy significantly less through the
specialised wholesale channel, in favour of the pure online shops
If a pure online shop like amazon, would offer every product an installer needs
against competitive prices, our company would prefer this channel over the
specialised installation wholesaler
18%
Strongly agree | Agree | Neutral | Disagree | Strongly disagree | Don’t know/ no opinion
37%
13%
28%
21%
20%
Online ordering and buying
20
Introduction | Summary | The United Kingdom | Germany | France | Poland | Belgium | The Netherlands | Spain
Country summary – Germany
• …
21
Table of contents
1. Research background
2. Country installation profile
3. Turnover and order book
5. Appendix4. Online ordering and buying
Research questionnaire
Questionnaire – Theme questions
❑ Do you buy installation products and systems through the following channels?
• Specialised installation wholesale
• Direct from the manufacturer
• DIY store
❑ For the following channels, do you (sometimes) order online?
• Specialised installation wholesale
• Direct from the manufacturer
• DIY store
❑ For the following channels, approximately what share, in %, of the money spend through that channel is ordered online?
• Specialised installation wholesale
• Direct from the manufacturer
• DIY store
❑ And for these channels, what share, in %, of the number of orders placed in total is ordered online?
• Specialised installation wholesale
• Direct from the manufacturer
• DIY store
❑ What installation related products do you order online through the wholesale channel?
❑ What are the most important reasons to buy online at the wholesaler?
❑ What are the most important reasons not to buy online at the wholesaler?
❑ What installation related products do you order online through the manufacturer?
❑ What are the most important reasons to buy online at the manufacturer?
❑ What are the most important reasons not to buy online at the manufacturer?
Research questionnaire
Questionnaire – Theme questions
❑ What installation related products do you order online through a DIY store?
❑ What are the most important reasons to buy online through a DIY store?
❑ What are the most important reasons not to buy online through a DIY store?
❑ What installation related products do you order online through channels with no or hardly any physical presence?
❑ How often do you order the following products through channels with no or hardly any physical presence?
❑ Can you mention the names of all online channels with no or hardly any physical presence you buy at?
❑ What are the most important reasons to buy through this channel?
❑ What are barriers for you not to buy through this channel?
❑ Which product groups do you foresee to have the highest potential to be bought through this channel in the future?
❑ In what degree do you agree with the following statements?
• The more large projects we have planned, the more we order online
• It would be a good thing if the specialized installation wholesale would launch an online consumer web shop
• If an online channel with no or hardly any physical presence like amazon, would offer every product an installer needs against competitive prices, our company would
prefer this channel over the specialized installation wholesaler
• In 5 years from now our company will buy significantly less through the specialized wholesale channel, in favour of the online channels with no or hardly any physical
presence
• I prefer to first buy products offline at least once, before starting ordering them online
❑ What device do you use for ordering online?
24
Information USP
Deep knowledge of the
industry
Experienced in qualitative
and quantitave market
research
Dedicated market
research both B2B and
B2C
Market specialist for the
construction, DIY and
installation market for
over 25 years
Strong network of
partners covering all
major countries in the
world
Ability to conduct
research in multiple
countries at the same
time
Multi client reports
covering installers,
contractors, painters,
consumers and architects
Fact based consultancy
Dedication, honesty and
love for the industry
Ability to target all
relevant stakeholders in
the construction and DIY
markets
25
Information USP
Examples Dedicated market research
• Tailor made
• Driven by your information needs
• Advice & consultancy based on facts and over 25 years of experience in the industry
• Worldwide coverage
• B2B, B2C, qualitative and quantitative research or a combination of both
• Within our market specialism, all types of researches can be conducted
• Targeting the right audience, with the right questions at the right time.
Segmentation Customerjourney
Branding Concept/product research
Customersatisfaction
Trends Distributionresearch
Marketexploration
Pricing Marketsize
26
Information USP
Providing continuous information for our clients about their main target groups based on facts. Providing insights on key trends, turnover development, futurebuilding volumes, background characteristics of the target groups and much more.
European architectural
Barometer
8 countries
reports quarterly
6,400 interviews by
phone annually
Trends like BIM, DMU,
Media orientation and
future building
volumes
Architects
European contractors
monitor
8 countries
reports quarterly
6,400 interviews by
phone annually
Trends like BIM, DMU,
Media orientation and
branding
Contractors
European mechanical
installation monitor
6 countries
reports quarterly
4,800 interviews by
phone annually
Trends like Branding,
purchase channels,
Media orientation and
characteristics including
Turnover and order
book developments
HVAC installers
European electrical
installation monitor
7 countries
reports quarterly
4,800 interviews by
phone annually
Trends like Branding,
purchase channels,
Media orientation and
characteristics including
turnover and order book
developments
Electrical installers
Painter insights
8 countries
reports quarterly
6,400 interviews by
phone annually
Trends like mechanical
application, labour
shortage, purchase
points and branding
Painters
European home
improvement monitor
11 countries
reports quarterly
26,400 online interviews
annually
Trends like DIY vs
DFM, online buying,
branding and
information on a
product level
Consumers
27
Information USP
28
Information USP
Construction Installation DIY Living & Real Estate
29
Information USP
Shifting decision making
Building information
modelling will become a
license to operate
Design, Build and
maintainSmart homes / offices Ageing society in Europe
Going from gas heating
towards electric
Prefab will become more
widespread
Online buying of products
by professionals
Changing role of the
wholesale
Qualitative & quantitative
labour shortage Europe
Building industry needs to
become smarter , faster
and cheaper
Digitisation
Increase influence
engineers & contractors
Changing role of the DIY
stores
Max Euwelaan 51
3062 MA Rotterdam
+31-10-2066900
Call center +31-10-8002700
© , USP Marketing Consultancy B.V.
The information in this publication is strictly confidential and all relevant
copyrights, database rights and other (intellectual) property rights are
explicitly reserved. No part of this publication may be reproduced and/or
published without the prior written permission of USP Marketing
Consultancy B.V.
Feel free to contact us for more information
30
27 februari 2020
Mark de Graaf
Consultant
+31 641 765 837
Christian Schrauwen
Research Manager
+31 010 800 2716
© 27 February 2020, USP Marketing Consultancy B.V.
De in deze uitgave vermelde gegevens zijn strikt vertrouwelijk en alle hierop betrekking hebbende auteursrechten,
databankrechten en overige (intellectuele) eigendomsrechten worden uitdrukkelijk voorbehouden.
Niets uit deze uitgave mag zonder voorafgaande schriftelijke toestemming van USP Marketing Consultancy B.V.
verveelvoudigd en/of openbaar gemaakt worden.