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. 

 

 

Westburne WOWLed by Divisional Lighting Manager Salma Siddiqui, the initiative will focus on making Westburne the workplace of choice in the electrical industry and beyond.

Results from research conducted by Westburne found that the electrical industry has a ratio of 6:1 of male vs. female employees. “Realizing these stats are the industry norm has made our eyes open and realize we need to make a change and showcase our women who work for us and at the same time make Westburne the place women would love to work for,” the company says.



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Westburne and RockwellThe Authorized Service Provider designation enables Westburne to deliver Rockwell Automation services through their factory trained team of specialists. These services include installed base evaluation, network assessment, arc flash assessment, lockout/tag-out assessment, and start-up of variable frequency drives.

According to Steve Roy, Regional Sales Manager for Rockwell Automation Canada, “Customer expectations continue to evolve. Aging infrastructure, workforce gaps, global competition and an explosion of new technology provide endless opportunities for customers to improve their businesses.

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IdeaIDEA plans to introduce an online learning management tool, the IDEA Learning Portal, to train customers on the new IDEA Connector, which will launch in late September. This portal will contain comprehensive training information and documentation on the IDEA Connector, a master data management (MDM) platform that enables distributors to securely access accurate and timely product and pricing data directly from manufacturers.

To complement the portal, there will be four training session devoted to manufacturers and distributors at eBiz. These training sessions will dive deeper into specific content to ensure a complete understanding of important functionality.

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Automation LabourforceBy: Thomas Donato, Rockwell Automation

We all are consumers. We all have expectations of quality and service.

When I talk to our customers, I do so with that experience and mindset. If we don’t deliver – we lose. Maybe not immediately, but eventually. It’s as simple as that.

I just lived through a great example of this. Every morning I use our blender. One of the parts broke, and the manufacturer made it quite difficult and cumbersome to get a replacement.

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Changing Scene

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MundenOn March 29, Munden Enterprises moved into its new Atlantic Canada headquarters, located at 2 Bluewater Rd., Suite 105 in Bedford, Nova Scotia.

The new office offers more than double the square footage of its previous location, allowing for two boardrooms, a product showcase room, and a large demo amd sample warehouse space. This new space is home to seven of Munden Enterprises' employees.

 

 

 

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EHRC WLNElectricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day.

Electricity Human Resources Canada is delighted to have announced its new partnership with Women Leadership Nation™ (WLN) on International Women’s Day. This strategic alliance will offer EHRC members and Leadership Accord signatories with training, development and strategy support in their efforts to make progress in closing the Gender Gap.

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ABB Showcases Its Vision of Leadership in Digital Industries at ABB Customer World 2019

Show ReportBy Line Goyette

Leaders and innovators from business, government and the education sector gathered for this ABB premier collaboration event. More than 11,000 delegates attended the bi-annual ABB Customer World Houston 2019 from March 4 to 7 in Houston, Texas. ABB’s latest pioneering technologies were displayed over 150,000 sq ft of a colourful, buzzy display of futuristic conveyor belts and robots, an ABB Formula E Generation 2 car, and much more groundbreaking technology.

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Peers & Profiles

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National ManufacturingExcellence in Manufacturing Consortium EMC’s Advantage through Excellence: Future of Manufacturing Conference is a 2½ day event exploring the competitive advantages, opportunities and successes that can be achieved by manufacturers through a variety of learning forums — up to 40 workshops, panel sessions, keynote presentations and best practice plant tours — providing delegates with outstanding opportunities for benchmarking, peer networking, learning and sharing of hundreds of best practices. An estimated 500 to 900 manufacturing leaders and stakeholders from across Canada are expected to attend. 

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Rick McCartenBy Rick McCarten

I think it was Bill Gates who said the Internet will not have an effect on society short term, but will have a profound effect on us long term. 

Long term versus short term fascinates me. Making the call for one over the other can determine the success (or failure) of companies today. 

Using Bill Gates’ long-term Internet effect example, means that business decisions about the Internet will not necessarily show short-term gain, but will show “profound” gain in the long term.

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BritechBritech Corp, one of Canadas largest heating cable companies has signed a formal agreement with Heat Trace Limited, of Cheshire, England. Heat Trace, founded in England in 1974, Heat Trace is one of the world’s leading industrial heat trace cable manufacturers.

The company is known mainly for innovative solutions in self-regulating high temperature heat tracing cables up to 275°C, their exclusive high temperature, 425°C, cut to length, industrial, in the field replacement for mineral insulated cables, and their high temperature Long Line heating cables that can be installed on pipes in one length up to 10 kilometers long.

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Looking Back

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Bnei AkivaBy Blake Marchand


Lior Levy, along with Josh Kantrowitz, led a team of 21 students earlier this year as they travelled to Hartsville, South Carolina for the annual Bnei Akiva Habit for Humanity trip, in partnership with Legrand. As a frequent supporter of Habitat for Humanity, Legrand donated the funds required to purchase the construction materials for the project.

Ms. Levy, a pre-med student from Toronto who recently received her BA in Biology while attending Yishiva University in New York.

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Copper $US Dollar price per pound

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