Localized buyer experiences—on a world scale


“It was essential to ship preliminary wins throughout Asia and Latin America, showcasing full management over the shopper expertise,” mentioned Herriot Stobo, director of Omnichannel Innovation and Options for HP Asia-Pacific. “We wanted agility throughout a number of segments of the platform, and a sustainable price construction that may pave the way in which for our international deployment plan.”

Extra exactly, HP Asia-Pacific wanted to launch a number of regional shops—in Australia, China, Hong Kong, India, Indonesia, Korea, Malaysia, New Zealand, Singapore, Thailand, Brazil, Mexico, Argentina, Colombia, Chile, and Peru—on only one platform. In addition they wished to supply a “Click on & Acquire” function to permit prospects to buy a printer or PC on-line and accumulate it in-store, whereas providing in-store prospects an “countless aisle” assortment on-line.

Localized commerce

In 2013, HP Asia-Pacific deployed its first Magento Commerce (now Adobe Commerce) net shops in Thailand and Indonesia utilizing Magento Commerce 1. Once they launched a retailer in China, they determined to make the leap to Magento Commerce 2. With prospects starting from particular person customers in search of the proper dwelling printer to small companies, HP Asia-Pacific wanted an agile e-commerce resolution that might get them to market shortly in a number of geographies and buyer touchpoints, whereas permitting them to check and iterate at a quick tempo.

Utilizing one Adobe Commerce Cloud occasion to assist a number of shops throughout completely different areas allowed every retailer to supply a uniquely native expertise and enchantment to prospects from completely different e-commerce cultures. HP Asia-Pacific designed a three-tiered construction based mostly on an Adobe Commerce Cloud core, delivering widespread web site navigation, web page templates, dashboards, and safety to prospects throughout completely different areas.

Layered on high of the construction is HP’s omnichannel performance, venture administration, content material methods, and buyer 360 integration. Its regional hubs then ship localized services, together with funds, success logistics, language, and order administration capabilities.

This versatile construction permits HP to regulate the general e-commerce components, whereas empowering areas and nations to satisfy the person, native market wants of shoppers. In different phrases, Adobe Commerce Cloud empowers HP to make its international commerce expertise really feel native. An added layer of personalization comes through product suggestions powered by Adobe Sensei, which HP makes use of to tailor its buyer expertise and drive conversions at scale.

Bodily and digital integration

HP Asia-Pacific additionally examined its Click on & Acquire expertise in India and Hong Kong. HP’s venture crew in Singapore piloted HP Click on & Acquire in 23 shops in India. They are going to quickly roll out the answer throughout 700 shops. After a four-month pilot in New Delhi, 26 p.c of shopper PC prospects most well-liked to select up their new PC in a neighborhood retailer versus supply, growing priceless foot site visitors and saving on transport prices.

HP’s e-commerce launch in Hong Kong included shopper, small enterprise, and worker buy packages. The brand new Hong Kong platform additionally integrates retail point-of-sale techniques and permits prospects to go to the web site to ebook in-store demos.

Following its success within the Asia-Pacific area, HP is replicating this strategy to spin up net shops in different areas of the world, most not too long ago launching e-commerce in Mexico. Stobo and the venture groups in Singapore, Barcelona, and all through the U.S. have rolled out Adobe Commerce throughout 41 markets worldwide to this point.

Subsequent up, HP plans to launch e-commerce situations to assist its direct gross sales efforts in 14 nations throughout North America, Europe, and Japan. 

This content material was produced by Adobe. It was not written by MIT Expertise Evaluation’s editorial employees.


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