HP launches Asia Pacific retail push

Stephen Withers
Friday, 19 September 2008 11:07

IT Industry - Strategy

The stores will be arranged into zones - Mobility, Digital Entertainment, Digital Photography and Gaming - to help visitors zoom in on the relevant area.

HP will provide the template for the Experience Store model to its partners, will train partner staff (not only dedicated Experience Store personnel but also general sales staff at that location), and will provider HP promoters to work in-store.

The first HP Experience Stores in Australia will open at two David Jones stores in the Sydney area. They may be followed by others at Harvey Norman OFIS, JB Hi-Fi, and Myer stores.

"This is a huge thing for HP," said Jacqueline Ibrahim, marketing communications manager at HP South Pacific's imaging and printing group.

100 Experience Stores will open around the region by the end of 2008, with another 100 coming in 2009.

Selected features from the Experience Store model will subsequently spread to other partner stores.

HP is also trying to move into the 'lifestyle' arena as part of a move to attract women, youth and families to its brand.

This can be seen Electronic Arts' EA Experience store at The Peak in Hong Hong. Originally intended as a showcase for EA's games, the store has been equipped with HP desktops and notebooks, along with some HP co-branding.

Visitors can also produce prints or giftware bearing game-related images through HP's Snapfish online photo service.

Who will be the next "alternate experience" partner? Please read on.