HP launches Asia Pacific retail push

Stephen Withers
Friday, 19 September 2008 11:07

IT Industry - Strategy

HP is working to significantly expand its network of retail partner stores in the Asia Pacific region as well as deepening the customer experience at selected locations.

HP is largely seen as a supplier of IT equipment to the corporate market under the HP, Compaq and ProCurve brands, although its long-established Pavilion range is aimed at home users. Its lower-end printers also enjoy success among home and small business buyers.

To improves its retail sales, the company plans to set up another 7500 Asia Pacific partner stores by 2010, taking the regional total to 25,000.

The bulk of the expansion will be in the rapidly growing markets of China, India and Southeast Asia, with a focus on non-metropolitan cities such as Wuxi, Jaipur and Palembang.

The goal is to "make sure HP has leadership coverage" in the region, according to Christopher Morgan, HP's senior vice president, imaging and printing group, Asia Pacific and Japan.

In addition, there will be a rollout of HP Experience Stores using the 'store within a store' concept. The idea is to cut through the clutter and make it easier for customers to select the products that are right for them.

The latest and greatest products will be on display at the entrance, and consistent labelling will simplify shopping for specific requirements. In addition to the traditional feeds and speeds, the labelling will also focus on benefits and a "good/better/best" classification system.

The stores will be staffed by specially trained people who are able to recommend specific products to meet customers' requirements, and to demonstrate those products in action.

What else is happening with HP's retail plans? Please read on.