HP understands that consumers today value personalized experiences. The HP Alternate Experience Centers provide HP technology experiences unique to their destinations, driving deeper engagement with consumers by assimilating technology with lifestyle interests
HONG KONG (PRWEB) September 17, 2008
These announcements extend HP's leadership position as the number one consumer technology company in Asia Pacific.(1)
Christopher Morgan, Senior Vice President, Imaging and Printing Group, HP Asia Pacific and Japan, said "Today, HP is further extending our consumer leadership in Asia Pacific by staying ahead of changing consumer buying behaviors by improving shopping experiences through our new HP Experience Stores. We are also making HP technology more easily accessible through the expansion of our retail footprint, and bringing the full portfolio of leading-edge consumer PC and printing consumer technologies to consumers."
In addition, HP is driving deeper engagement with key customer segments with its new HP Alternate Experience Centers. They bring HP technology to where consumers shop, merging lifestyle and technology, for a holistic consumer shopping experience.
"HP understands that consumers today value personalized experiences. The HP Alternate Experience Centers provide HP technology experiences unique to their destinations, driving deeper engagement with consumers by assimilating technology with lifestyle interests," said See Chin Teik, Senior Vice President, Personal Systems Group, HP Asia Pacific and Japan. "These new Alternate Experience Centers will further complement and strengthen HP's growing retail footprint."
Expansion of retail footprint across Asia Pacific
Building on its strong retail channel partner network, HP is strengthening its retail footprint to make its consumer products and solutions more readily available to consumers located in both metropolitan and non-metropolitan cities.
Over the next two years, HP will work with its retail partners to invest in setting up an additional 7,500 stores that will span 1,000 more cities. The majority of the new retail partner stores will be located in the key growth markets of China, India and Southeast Asia (SEA), complemented by an expansion of HP's retail presence in mature markets. By 2010, HP will have a retail footprint of 25,000 retail partner stores across Asia Pacific, making it more convenient for consumers to experience and access HP technology. In particular, HP will focus on increasing its retail presence in non-metropolitan cities in the region, such as Wuxi (China), Jaipur (India) and Palembang (Indonesia), so that consumers in these non-metropolitan cities can enjoy easy access to retail partner stores merchandising HP's full range of consumer offerings.
Improved HP in-store experience for consumers
As part of the retail expansion in the region, HP will introduce new HP Experience Stores over the next two years. This first phase of the program will cover 100 retail partner stores by the end of 2008 and encompass 200 retail partner stores by end-2009. Subsequent phases of the program will see elements of the new HP Experience Stores being extended to new and existing retail partner stores.
Consumers visiting these retail partner stores will enjoy an improved in-store experience. The enhanced store format will transform the HP customer experience for retail shoppers, making it easier and more intuitive for consumers to find, compare, learn about and purchase products and solutions. Key highlights of the new in-store experience include:
In-store Layout: HP Experience Stores will feature an improved, guided store layout with streamlined use of colors and images, on-screen motion graphics, interactive demos and efficient use of text, translating into a clean, clutter-free environment. The enhanced in-store layout allows for easy navigation in selecting HP products and solutions. Experience Zones: Experience Zones for Mobility, Digital Entertainment, Digital Photography and Gaming will provide enjoyable, tailored experiences, making it easy for consumers to find and compare, play and interact with HP technology. Each experience zone will comprise experience bays with live products and interactive demos that allow consumers to experience first-hand the appropriate range of HP technology designed for specific lifestyles and interests. In-store Promoters: Consumers will enjoy a more intimate and informed shopping experience with trained in-store promoters providing personalized consultation on their technology needs. The in-store promoters, who will receive extensive training and undergo a certification process, will be able to provide consumers with advice across the broad range of HP products and solutions as well as provide informative demonstrations. Deepening the customer engagement with women, youth and families
HP today also announced collaborations with lifestyle partners to provide exciting and enriched shopping experiences that cater to the lifestyles of distinct customer segments, namely, women, youth and families.
The HP Alternate Experience Centers bring HP technology to locations where these key audiences shop and play, thus allowing HP to reach out to consumers at intersection points where lifestyle experience and technology come together, allowing for an intuitive, enjoyable and convenient shopping experience.
Women – Focusing on women's interests in fashion, HP is announcing collaboration with world-renowned fashion designer Vivienne Tam for a special edition notebook PC. The peony design HP Vivienne Tam Special Edition represents the fusion of fashion and technology and will be showcased at select Vivienne Tam stores in Asia Pacific in early 2009. For more information on the HP-Vivienne Tam collaboration, please see HP Partners with World-Renowned Fashion Designer Vivienne Tam. Youth – Designed to speak to gaming enthusiasts amongst the youth, HP's collaboration with Electronic Arts (EA) will see the world's first EA Experience Center in Hong Kong being outfitted with HP desktops and notebooks. These are installed with game specific, themed wallpapers, desktop icons and skins, as well as provide product experiences that are unique to the Center, contributing to an enhanced experience for gamers. Visitors will enjoy first-hand an immersive, best-in-class gaming experience on HP PCs, and have fun creating personalized game-related images and memorabilia utilizing Snapfish by HP. Families – For families passionate about photos and creative photo products, HP has tied up with Korean cinema group CGV and Indian retail group Future Group to set up photo centers that will inspire them to do more with their digital photos. These photo centers provide users with access to an easy-to-use, affordable and convenient photo printing experience, allowing them to express themselves by engaging in fun and interactive digital photo creations such as personalized albums, calendars and greeting cards. For more information on the collaboration, please see here. Innovative products offers ease of use and compelling consumer experience
Broadening the portfolio of products, HP's new range of printers and PCs allow consumers to integrate technology into their lifestyles easily with enhancements to wireless and home printing, entertainment and design.
In addition, the newly launched Total Care program for consumers provides peace of mind by offering consumers expert help at every stage of a consumer's HP product experience: from choosing, to using, to protecting, and to transitioning. From making a decision to purchase, installing new equipment, safeguarding data to retiring outdated machines or recovering lost equipment, HP Total Care has a service to help. Consumers can benefit from value-added services like HP Instant Care, where consumers can sit back and watch as HP's experienced support experts connect to customers' PCs to fix printers' issues remotely or HP's Notebook Tracing Service which helps consumers to trace the location of their lost notebooks.
For more information on the new range of HP products and solutions, please see HP Unveils Exciting New Line-Up of Personal Computing and Printing Solutions.
HP, the world's largest technology company, provides printing and personal computing products and IT services, software and solutions that simplify the technology experience for consumers and businesses. HP completed its acquisition of EDS on Aug. 26, 2008. More information about HP (NYSE:HPQ) is available at http://www.hp.com/.
(1) Source: GfK Retail Audit Aggregated Sales Units for Total PCs and Consumer Printing Only, Asia Pacific excluding Japan.
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