Canadian Electrical Wholesaler

September 13, 2016

John W. Kerr

Data + strategy = growth. At this time of year the team at Kerrwil is in the final stages of producing its annual research and benchmarking study. Data is flying everywhere around our office and the discipline to have it focused, organized and guarded above all else keeps us pretty consumed. 

But what also happens at this time of year are calls from distributors and manufacturers alike asking for information, for help in segmenting their clients, and for deeper understanding of brand preferences and perceptions from the numerous segments of electrical buyers and specifiers. 

The need for more detail and more currency is greater this year than ever. The changing and challenging market, new product innovations and the shifts in the channel driven by lighting technologies for the most part are some of the drivers for this. 

The insight we gain here too can guide and support our editorial teams and we hope guide the industry.  

The need for benchmarking has never been greater, and that’s why we launched our study so many years ago. That said, never did we think at the time we did this we would be at the centre of these numerous requests and involved in providing insight, information and additional research to the electrical market. 

While the focus is on market data specifically (share, size), we are increasingly being asked what lines are being sold by whom, can you identify for us, what additional channels are in our markets or serving our end users, have you heard this specific new supplier is selling direct? Can you segment the market mix and product mix to help us identify where we need to have focus? 

Perhaps this time of year is in fact busy as budgets, planning and looking forward to next year begins. 

Have you recently analyzed where you look at and who you are selling to versus who is there? Do you have a handle on how your competitors are doing and how the lines and suppliers they represent are evolving with new products and customers? Can you quantify the trading area you are in, and have you been honest enough to in fact define that trading area? 

One trend we see in our recent discussions for the first time in a long time is a return to basics in marketing. Companies are looking beyond the tools of a broad-based unqualified reach to focus, be tactical and measure against a real benchmark. Caught in that cross fire, it appears, is the debate on the real value of social media and its cost versus real immediate return on a more direct approach. 

Today with the amount of data out there, the technology to manage it and the need to bring it all in play, manufacturers and distributors alike are looking for the edge and realizing that finally it’s good marketing and promotion practices that need the investment. The need to drive populate and comply with CRM platforms is a factor as well. 

Here’s a sampling of what others are asking for and what they are looking at. 

  1. What is the market size and total available market for my branch and/or product?
  2. What end-users are present in my market and how big of a potential target am I missing? 
  3. Who else is selling electrical equipment and to whom?
  4. How do I really understand my metrics on the web?
  5. Lead generation data — where to get company specific data that can be levered and quantified?
  6. How many electrical contractors are there in my market and if they are not buying from our company where are they going? 

For us the biggest take-away is the single fact that the majority of distributors in this country are overspending on who they know without understanding the true potential, and underspending on who they don’t know. Many have invested heavily in ecommerce with no plan to promote it beyond their core clients.  

The market is as dynamic and fluid as it ever has been, with more competitors, ever increasing complex new products that require more support, and a changing end user who researches and reacts quickly and who may gradually look at other ways to obtain products and solutions. 

Solid market data and real benchmarking tools may be something that should be at the forefront and perhaps that’s why the phone continues to ring. The demand too will grow as manufacturers will demand more data and want to know more about their customers, how they buy, and where, what they want, and how to build a relationship and preference.


John W. Kerr is Publisher of CEW and Principal of Kerrwil Publishing Ltd. 

 

 

           Partnering For The Next Step                

Siemens CanadaWelcome to the Digital Enterprise Virtual Summit brought to you by Siemens

How quickly can you react to changing conditions and demands in your market? How can you ensure your production will run securely at any time in the future?

Industry’s digital and technological transformation is the answer for meeting today’s and tomorrow’s challenges and market needs.

With the right digitalization and automation solutions, expertise won from practical experience, and a partnership approach that benefits all involved parties.

To explore these possibilities, we’re bringing together top-level speakers, specialists and decision-makers from various industries and experts from Siemens

to the Digital Enterprise Virtual Summit under the motto “Partnering for the next step.”   

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“Re-envisioning Electrical Switchboards”: For light commercial applications, the status quo is no longer enough

Eaton 175x125Whether you’re a contractor or consultant, compact footprint and shorter lead times are a priority. At Eaton, we understand these challenges. That’s why we have re-envisioned our traditional electrical switchboard to assess how it could better serve light commercial applications. The result? The Pow-R-Line CS. 

Join Eaton’s webinar on June 30th, 2020 and learn the secret to shorter lead times alongside the additional benefits of:

 -  Versatile Configuration - Cost Effectiveness - Plus a Complimentary 3D Product Demonstration!

Sign up and join our host Annu Yadav - Distributor Programs Manager and our presenter Aditya Ramesh - Product Manger of Panelboards & Switchboards. Looking forward to seeing you there!

Click Here To Register.

 

John JefkinsBy John Jefkins

In 2011, I started working in the electrical arena and quickly noticed that there was a high employee retention rate within the industry. Today, I regularly engage with Electro-Federation Canada members with 20, 30 and even 40 plus year tenures. Other industries I had worked in previously, such as telecommunications, had higher turnover rates.

Our industry faces an increasing need for talent, with new retirements and product/process innovations and modernization driving the need for specialized roles — some not even known yet.

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Digital Twin MarketA recent Markets & Markets report estimates the Digital Twin market will grow from US$3.8 billion in 2019, to US$35.8 billion per year by 2025, at a CAGR of 45.4%. Digital Twin software is already revolutionizing industries such as healthcare, architecture, aerospace, defence, and automotive and transportation.

Furthermore, the global smart infrastructure market, which includes the Digital Twin sector, is expected to thrive at a considerable CAGR between 2020 and 2025 as demand for the smart infrastructure has been a booming year on year, reports Market Research Explore - details. 

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PNNL StudyBy Craig DiLouie

The U.S. Department of Energy has released the results of a study examining authentication vulnerabilities in connected lighting systems (CLS). Particularly as emerging CLS incorporate distributed intelligence, network interfaces and sensors, they can serve as data-collection platforms that enable a wide range of valuable new capabilities as well as greater energy savings in buildings and cities. However, CLS technology is currently at an early stage of development, and its increased connectivity introduces cybersecurity risks that are new to the lighting industry and must be addressed for successful integration with other systems.

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David GordonBy David Gordon

COVID-19 has heightened the benefit of, and interest in, eCommerce for electrical distributors. Our second and third COVID-19 Electrical Market Sentiment Reports have shown that those with an eCommerce offering have seen online sales increases. Further, from conversations with distributors, their site activity increased. The benefit is that these companies had lower sales declines (and some increases), and were able to better serve their customers.

A further benefit is that their remote workforce had access to an online resource, other than manufacturers, for quick, easy, product research.

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Changing Scene

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Northern Cables announced via their social media accounts that they have broken ground on the ...
Electro-Federation Canada (EFC) and ETIM North America (NA) have entered into a strategic ...
Southwire announced that Tim King has accepted the role of President of Southwire Canada. ...
Savant Systems has announced it has signed a definitive agreement to purchase GE Lighting, a ...
EFC’s Economic Forecast Series webinar will deliver global, national, and regional economic ...
A new video featuring Sonepar’s Vice President of eCommerce and Digitalization, Gaurav Sharma, ...
Electro-Federation Canada (EFC) and its members are proud to support the next generation of leaders ...
Eletrozad has launched Electrozad Online. The same standard of service you've come to expect from ...
After more than 42 years of exemplary service at Leviton, Gabriel Massabni, Vice President ...
Bill Stephens, National Sales and Marketing Manager for IDEAL INDUSTRIES CANADA has announced the ...

2020 q2 Pulse of Lighting FindingsChannel Marketing Group’s 2020 Q2 Pulse of Lighting Report projects that the lighting market, through electrical distribution, contracted by 20%.

The survey, conducted the third week in June, received responses from 164 individuals who equally represented industry stakeholders.

Distributor Performance
Very few distributors reported either flat or positive performance with over 30% reporting declines of over 30% for the quarter.

 

 

 

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EikoEIKO has announced the the introdutction of EiKO Marketplace, a digital storefront, located in the EiKO Portal. Developed to market and sell promotional specials and excess inventory including generational, overstock, and niche products; the EiKO Marketplace presents an opportunity to offer high-quality lighting at incredible savings.

Due to the rapid development and generational changes of LED technologies the timing is perfect to launch the EiKO Marketplace as an outlet to sell high quality, value-priced products.

 

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LevitonLeviton Canada is pleased to announce the nomination of Thomas Supinski as Sales Director for Alberta and the Prairies as of June 1st, 2020, as Julie Marineau will be moving to Montreal along with her family. Julie will be promoted to Vice-President, Retail at Leviton Canada’s head office.

Thomas has been residing in Calgary since 2003 and has a deep understanding of the regional market and its specific needs.

 

 

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Peers & Profiles

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  Sonepar is excited to introduce Anju Uddin as the new Marketing Manager for their Ontario ...
Electro-Federation Canada’s Young Professional Network (YPN) is a fantastic tool for industry ...
Sean Bernard is the Intelligent Controls Manager, Canada for Ideal Industries. Sean resides in ...
Christina Huang is a Senior Contracts Manager for Schneider Electric. She has a varied, technical ...
Jenny Ng is a Business Development Manager for the Power Solutions Division of Schneider Electric. ...
With over 60-years of experience in the lighting industry, CBC Lighting has established itself as a ...

 

Anju UddinBy Blake Marchand

Sonepar is excited to introduce Anju Uddin as the new Marketing Manager for their Ontario Region! Anju has more than 15 years of experience as a marketing expert, which includes running an independent agency working with a multitude of businesses in various industries and geographies from around the globe. 

With a passion for reinvention and finding success through a commitment to education and innovation, Anju has utilized her exceptional creativity and business acumen to engineer seamless brand experiences...

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