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More precisely, HP Asia-Pacific was supposed to open multiple regional stores in Australia, China, Hong Kong, India, Indonesia, Korea, Malaysia, New Zealand, Singapore, Thailand, Brazil, Mexico, Argentina, Colombia, Chile and Peru. only on one platform. They also wanted to offer an “endless aisle” to in-store customers online, while offering a “Click & Get” feature that allows customers to purchase a printer or PC online and pick it up at the store.
Localized commerce
In 2013, HP Asia-Pacific launched its first Magento Commerce (currently Adobe Commerce) Webshops using Magento Commerce in Thailand and Indonesia 1. When they opened a store in China, they decided to switch to Magento Commerce 2. From individual shoppers looking for the perfect home printer to small businesses, HP Asia-Pacific allows them to quickly test and needed an agile e-commerce solution that would enable them to quickly market across multiple geographies and customer touchpoints, while still allowing
Using an instance of Adobe Commerce Cloud to support multiple stores in different regions allowed each store to offer a unique local experience and appeal to customers from different e-commerce cultures. HP Asia-Pacific designed a three-tier structure based on the Adobe Commerce Cloud core, which provides customers in different regions with collaborative site navigation, page templates, dashboards, and security.
HP’s omnichannel functionality, project management, content strategies and customer 360 integration are at the top layer of the structure. Their regional centers then offer localized products and services, including payments, fulfillment logistics, language and order management capabilities.
This flexible structure allows HP to control overall e-commerce aspects while enabling regions and countries to meet customers’ individual, local market needs. In other words, Adobe Commerce Cloud empowers HP to make the global commerce experience feel local. An additional layer of personalization comes through product recommendations powered by: Adobe SenseiWhat HP uses to tailor the customer experience and drive transformations at scale.
Physical and digital integration
HP also tested the Asia-Pacific, Click-to-Collect experience in India and Hong Kong. HP’s project team in Singapore tested HP Click & Collect at 23 stores in India. They will soon expand the solution to 700 stores. After a four-month pilot in New Delhi, 26 percent of consumer PC customers chose to pick up their new PC from a local store rather than delivery, increasing valuable foot traffic and saving shipping costs.
HP’s e-commerce launch in Hong Kong included consumer, small business and employee acquisition programs. The new Hong Kong platform also integrates retail point-of-sale systems and allows customers to visit the website for in-store demos.
Following its success in the Asia-Pacific region, HP is repeating this approach to expand its webshops in other parts of the world, most recently launching e-commerce in Mexico. Stobo and project teams across Singapore, Barcelona and the USA have launched Adobe Commerce in 41 markets worldwide to date.
Up next, HP plans to launch e-commerce instances to support its direct selling efforts in 14 countries in North America, Europe and Japan.
This content was produced by Adobe. It was not written by the editorial staff of MIT Technology Review.
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