Harriet Stobe, director of Omnichanel Innovation and Solutions for HP Asia-Pacific, said: “It was important to deliver an early victory across Asia and Latin America, with full control over the customer experience. “We needed agility across multiple sections of the platform, and a sustainable cost structure that would pave the way for our global deployment plan.”
More specifically, HP Asia-Pacific needed 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 a “click and collect” feature to allow customers to purchase a printer or PC online and store it in the store, while the store offers customers an “endless wing” classification online.
In 2013, HP Asia-Pacific deployed its first Magento Commerce (now Adobe Commerce) web stores in Thailand and Indonesia using Magento Commerce 1. When they started the store in China, they decided to take a leap on Magento Commerce 2. From individual buyers looking for the perfect home printer with a range of customers to small businesses, HP Asia-Pacific needed a smart e-commerce solution that would allow them to quickly enter the market across multiple geographical locations and customer touchpoints while allowing them to be quickly tested and replicated. Gives.
Using an Adobe Commerce Cloud example to support multiple stores across different regions allowed each store to have a unique local experience and appeal to customers of different e-commerce cultures. HP Asia-Pacific has designed a three-tiered framework based on the Adobe Commerce Cloud core, which provides security to customers in general site navigation, page templates, dashboards and various regions.
HP’s omnichannel is layered on top of functionality, project management, content strategies and customer 360 integration. Its regional hub then delivers local products and services, including payment, fulfillment logistics, language and order management capabilities.
This flexible structure allows HP to control the entire e-commerce element, while empowering regions and countries to meet the individual, local market needs of customers. In other words, the Adobe Commerce Cloud enables HP to integrate its global business experience into a local experience. An additional level of personalization comes from product recommendations powered by Adobe Sensei, which HP uses to tailor its customer experience and drive conversions on a scale.
Physical and digital integration
HP Asia-Pacific has also tested its click and collect experience in India and Hong Kong. HP’s project team in Singapore piloted HP Click & Collect in 23 stores across India. They will soon introduce the solution in 700 stores. After a four-month pilot in New Delhi, 26 per cent of consumer PC customers opted to buy their new PC from a local store against delivery, increasing valuable foot traffic and saving on shipping costs.
HP’s e-commerce launch in Hong Kong includes consumer, small business and employee purchase programs. The new Hong Kong platform also integrates retail point-of-sale systems and allows customers to visit the website to book demos in the store.
Following its success in the Asia-Pacific region, HP is mimicking this approach to spin web stores in other regions of the world, most recently launching e-commerce in Mexico. Stobo and project teams in Singapore, Barcelona and across the US have launched Adobe Commerce in 41 markets worldwide to date.
Next, HP plans to launch e-commerce models in 14 countries in North America, Europe and Japan to support its direct sales efforts.
This content was created by Adobe. It was not written by the editorial staff of MIT Technology Review.