Use Case — Builders Merchants

Contractors buying materials need sub-trades.
Add a revenue stream with one API call.

Contractors buying materials need sub-trades. Add a revenue stream with one API call.

The Problem

Builders merchants know exactly what contractors are working on — and earn nothing from it

A contractor orders 40 sheets of plasterboard and 200 metres of first fix cable. You know they're fitting out a new build. You know they'll need an electrician to second fix, a plasterer to finish, and probably a decorator. That purchase data is a goldmine of sub-trade demand — but today it sits in your ERP and generates zero referral revenue. Your competitors are starting to notice this gap.

How PipeIQ Solves It

Trigger a sub-trade referral from your checkout — earn a fee for every connection made

Purchase-triggered dispatch: When a contractor buys materials associated with a specific trade type, POST to PipeIQ. Relevant sub-tradespeople in their area receive an SMS within seconds.
Trade-type inference: Map your SKUs to trade categories — plasterboard triggers plasterer referrals, cable purchases trigger electrician referrals. Fully configurable.
Contractor opt-in at checkout: A single checkbox at POS or online checkout — "Need a sub-trade for this job?" — captures consent and triggers the dispatch flow.
Revenue per accepted connection: Earn a referral fee for every sub-tradesperson who claims the job. No extra staff, no phone calls, no overhead.

Real, Delivered SMS Example

What the contact received — for real

pipeiq.co.uk ✓ Delivered

"Hi Mike, your trade account enquiry with Ridgeway Builders Merchants has been received. Your account manager will call you back."

Sent 07 Aug 2026, 16:46 BST · Confirmed delivered · Reply STOP to opt out

A message, sent and delivered live on the platform. TPS-screened before every send. ICO registered: ZC164080.

One API Call

Material purchase detected. Sub-tradespeople alerted to the opportunity.

POST https://api.pipeiq.co.uk/v1/dispatch POST

{
  "api_key": "pk_live_••••••••",
  "campaign_ref": "builders-merchant-subtrade",
  "lead": {
    "contractor_name": "Steve Briggs Builders",
    "contractor_mobile": "+447700900040",
    "postcode": "OX1 1AA",
    "purchase_category": "first_fix_electrical",
    "order_ref": "ORD-774421",
    "sub_trade_needed": "electrician"
  },
  "radius_miles": 10,
  "message": "Sub-trade opportunity in OX1: Steve Briggs needs an electrician for a new build. Reply YES to be connected."
}

Results

What builders merchants see after the first month

11%

Average sub-trade acceptance rate on purchase-triggered referrals

380+

Sub-trade referrals generated per month from a single branch location

Additional headcount needed — the API handles dispatch, tracking, and confirmation