HP launches India Online store to complement its channel strategy

Keeping in line with 128% growth in online shopping market, HP India launched its online store to complement its GTM strategy and help channel partners grow revenues. HP aims to provide its potential customers with comprehensive information on its range of 425 odd products before a purchase is made.

According to Rajkumar Rishi, Senior Director, Consumer GTM, PPS, HP India " The site is designed keeping in mind that more and more consumers are spending more and more time on the internet to research and gather information and online purchase is rapidly growing among the young generation. The online store will help draw new retail customers to HP's brand and thus helping more sales for our channel partners."

As per a global study, 81% purchase decisions are influenced by internet, while 40% use online for in-store purchases and 70% know exactly which brand to buy. Based on differential consumer behavior, HP identified that PC's need high involvement while printers have low involvement; accessories are bought on impulse purchase while supplies are need based. Keeping this behavior in mind, HP online portal showcases complete portfolio which leads to an increased product discovery and purchase intentions via existing channels.

HP's range of products including desktop and notebook personal computers, workstations, handheld computers, inkjet and laser printing systems, software, and accessories will now be available on www.hpshopping.in. The online store is divided into various brackets based on usage or product category. Further, the user can select product based on price bracket or model name. The site also offers products at an all inclusive price, comparisons amongst models, product specifications and various payment options.

"We will not be aiming to offer lowest prices on this site but will provide other customer benefits including free shipping within 7 working days, convenience, credit card sales, customer service and post sales service." he added.

The fulfillment of orders from the HP online store will initially be exclusively through one of its reseller, Savex. Savex through it 43 warehouses will manage the billing and complete shipping to customers.

Rishi said " The HP online store programme is designed to ensure profitable growth for its channel partner ecosystem. The store is designed to drive purchase intentions, build new synergies for channel growth (eg Employee Purchase Programs) and ensures partners get their margins. HP has currently done a soft launch and shared Employee Purchase Programs as one of the programs which offers revenues to its select channel partner by approaching large customers jointly with special offers for their employees. The employees can buy the product from the websit using the unique promo code. Over the next few months, HP is keen to develop more such programmes along with channel partners to increase overall sales using the online store"

HP team is cautious in maintaining that online sales will represent only 2-3% of its computer related sales while aiming for improved customer experience. With time, channel partners will realize whether it is complementing their business or otherwise.