Bangkok--3 Nov--Hill and Knowlton Thailand
HP today announced the rollout of its new HP Experience Store in Thailand and the first in Southeast Asia as part of its plan to significantly broaden consumer reach and enhanced consumerexperience to make shopping for a printer or PC more enjoyable, easier and more engaging. 12 stores will be introduced for the first phase with plan to have 40 stores in 2009.
Somchai Soongswang, General Manager of Imaging and Printing Group and Consumer Segment, Hewlett-Packard (Thailand) Ltd., said “HP has been the number 1 consumer IT vendor with regard to good acceptance from customers and continuous growth of our personal computers including PCs and notebooks, and printers. HP consumer strategy is to deliver the most simple and rewarding consumer experience at home, retail, and online. Industry observers report that, since the advent of the Internet, online sales have increased overall by about 25% annually (“Online Sales Lose Steam,” The New York Times - June 17, 2007). But they also note that sales are leveling off as customers return to brick-and-mortar venues for a more satisfying shopping experience. Up to 40% of SMBs opt to purchase their computers and printers from local retail stores and national retail chains in most countries across the Asia Pacific region.
“As the leader in consumer IT market seeing these trends, HP pointed out the retail trends to be 1. Geographical expansion of retails 2. Experience selling 3. Strong growth of SMB buying in retail 4. Total shopping experience — from products to services, and 5. Shift of IT products — no longer just sold at IT retailers, more dispersion,” said Somchai.
Expansion of retail footprint across Thailand
Today, HP is further extending its consumer leadership by staying ahead of changing consumer buying behaviors by improving shopping experiences through its new HP Experience Stores. The company is also making HP technology more easily accessible through the expansion of its retail footprint, and bringing the full portfolio of leading-edge consumer PC and printing consumer technologies to consumers. Currently, HP has over 2,600 retail partner shops (including hardware and supplies) and today the company is strengthening its retail stores in order to bring its consumer products and solutions to reach broader group of consumers.
The HP Experience Stores in Thailand are regarded as a pilot of its retail expansion plan firstly in Southeast Asia region in complementary to an expansion of HP’s retail presence in mature markets. By 2010, HP will have a retail footprint of 25,000 stores across Asia Pacific, making it more convenient for consumers to experience and access HP technology.
Improved HP in-store experience for consumers
As part of the retail expansion in the county, the first phase of the program will cover 12 stores by the end of this year and encompass 40 stores by end-2009. Subsequent phases of the program will see elements of the new HP Experience Stores being extended to new and existing stores.
Consumers visiting these 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.
Broadest, most innovative products & services portfolio
“Personal computing has come a long way. Today, it’s all about the unique out-of-box experiences one has with the PC - quick access to digital content, choice, self expression and enjoyment,” said Pavin Vorapruck, Group Product and Marketing Manager, Personal Systems Group, Hewlett-Packard (Thailand) Ltd. “From our unique imprint designs to product performance, our new range of consumer products will enhance the way consumers experience and enjoy technology.”
HP’s latest personal computing solutions
HP’s new range of personal computing products feature the latest suite of consumer technology solutions from premium to performance personal computing experiences.
? HDX performance computing for enhanced digital entertainment and gaming experiences — Following the launch of the HDX-branded series nine months ago with the HP HDX 20-inch Premium Series Notebook PC (aka “the Dragon”), HP was recently introducing its new range of HDX-branded PCs with a top-of-class premium performance and visually captivating HP entertainment notebook PC. Featuring premium innovation, the powerful HDX-branded PCs are tuned for truly enjoyable multimedia entertainment, enthusiast gaming and the creation of digital content and graphic intensive work. The new HDX line-up includes:
- The 18.4-inch HP HDX18 Premium Series Notebook PC
? Combining style and technology with HP Imprints — HP introduces four new HP Imprints with its latest range of entertainment notebook PCs, namely the Fluid Imprint finish, Intersect Imprint finish, Renewal Imprint finish and Intensity Imprint finish. Conceived through inspirational imagery, travel stories and lifestyle trends, these HP Imprints embody the synergistic blend of technology and fashion, reflecting how style and personal expression are a part of today’s consumers’ digital lifestyle today.
? Enhancing digital home entertainment with touch — Designed to transform the way you interact with your computer, the new touch-enabled all-in-one HP TouchSmart IQ500 series PC takes on a new level of fun and simplicity. With a bigger 22-inch full high-definition 1080p touch screen, a Blu-Ray DVD player and a Mini HP Pocket Media Drive (PMD) slot, the HP TouchSmart IQ500 series PC features enhanced technology innovations to make touch computing and digital entertainment in the home an even more pleasurable experience.