At The IPG Conference in Portugal in November, we welcomed Lee Wilcox, Co-Founder and CEO of On The Tools. We invited Lee because understanding changing customer behaviour is now essential for merchants, suppliers and manufacturers. His work is based on continuous installer research and insight into how plumbers search for, choose and buy products - the kind of practical insight our members need to keep pace with a fast-moving customer base.

Lee’s core message was that the modern installer operates in a very different environment than even 20 years ago and those shifts are reshaping what tradespeople expect from the supply chain. One of the biggest changes is how installers search, evaluate and purchase. Social platforms have moved beyond entertainment and are now practical places where installers find reviews, learn from peers, compare products and sometimes buy directly.

He also underlined how the market is structured. The installer base is dominated by very small businesses - around two-thirds work in small teams, often self-employed. Many are carrying the pressures of running a business without the support or security employees may take for granted.

Two issues drove especially strong discussion. Tool theft is now highly disruptive, with four in five installers affected in the past two years, leading to missed work and financial strain. Wellbeing is the other urgent challenge. Construction has one of the poorest suicide records, with workers reported to be around four times more likely to die by suicide than others.

Finally, Lee described what great service looks like in practice. Loyalty is fluid (78% use multiple merchants). Many prefer to buy early (6-9am) and spending is shifting towards smaller, more frequent purchases.

The takeaway is clear: succeed by showing up where installers search, ensure dependable availability and stay relentlessly customer led.