Localized e-commerce solutions

It can be difficult to create localized experiences across multiple geographies when you’re a huge, multinational technology company. Take HP Inc. for example. As one of the leading global manufacturers of personal computers and print devices, HP Inc. boasts a booming e-commerce business that touches almost every country on the planet.

Their Asia-Pacific division alone plays host to over 3,000 employees from more than 35 countries, who work in a futuristic 450,000 square-foot campus. There, HP Inc. manufactures 3D printers that can even print their own replacement parts. But for all their blue-sky thinking, HP Inc. needed a down-to-earth sales initiative. To achieve rapid online growth, they needed to launch an “online-to-offline” sales effort to increase foot traffic in their brick-and-mortar stores.

“It was important to deliver initial wins across Asia and Latin America, showcasing full control over the customer experience,” said Herriot Stobo, Director of Omnichannel Innovation and Solutions for HP Asia-Pacific. “We needed agility across multiple segments of the platform, and a sustainable cost structure that would pave the way for our global deployment plan.”

More precisely, HP Asia-Pacific needed to launch multiple regional stores — in Australia, China, Hong Kong, India, Indonesia, Korea, Malaysia, New Zealand, Singapore, Thailand, Brazil, Mexico, Argentina, Colombia, Chile and Peru — on just one platform. They also wanted to offer a “Click & Buy” feature to allow their customers to purchase a printer or PC online and collect it in-store, while offering in-store customers an “endless aisle” assortment online..

One platform

HP Asia-Pacific had deployed their first Magento Commerce 1 web stores in Thailand and Indonesia in 2013, using Magento Commerce 1. When they launched a store in China, they decided to make the leap to Adobe Commerce. With customers ranging from individual shoppers looking for the perfect home printer to small businesses, HP Asia-Pacific needed an agile e-commerce solution that could get them to market quickly in multiple geographies and customer touchpoints, while allowing them to test and iterate at a fast pace.

Using one Adobe Commerce instance to support multiple stores across different regions allowed each store to offer a uniquely local experience, and appeal to customers from different e-commerce cultures. HP Asia-Pacific designed a three-tiered structure based on an Adobe Commerce core, delivering common site navigation, page templates, dashboards, and security to customers across different regions.

On top of the structure sits the “HP Universe,” comprising omnichannel functionality, project management, content strategies, and customer 360 integration. Their regional hubs then deliver local requirements including payments, fulfillment logistics, language, and order management capabilities.

This flexible structure allows HP to control the overall e-commerce elements, while empowering regions and countries to meet the individual, local market needs of their customers. In other words, Adobe Commerce empowers HP to make their global commerce experience feel totally local. An added layer of personalization comes via product recommendations powered by Adobe Sensei, which HP uses to tailor its customer experience and drive conversions at scale.

Go local

The project team, managed from the Singapore campus by Stobo, piloted HP Click & Collect in 23 stores in India, to great success. They will soon roll out the solution across 700 stores. After a four-month pilot in New Delhi, 26% of consumer PC customers preferred to pick up their new PC in a local store versus delivery, increasing valuable foot traffic and saving on shipping costs. Developing this proof-of-concept pilot was a breeze with Adobe Commerce, and the HP team enjoyed compelling results in a matter of months.

HP didn’t stop there, working with Adobe Consulting Services to continue its global roll-out and drawing on Adobe Digital Learning Services to train its local teams on how to take full advantage of Adobe Commerce.

HP’s launch in Hong Kong marked the company’s fifth Adobe Commerce deployment in the Asia-Pacific region. The launch included consumer, small business, and employee purchase programs. The new Hong Kong platform boasts an integration of retail point-of-sale systems and allows customers to visit the website to book in-store demos.

With Adobe Commerce, HP can further optimize their customer experience and launch new capabilities faster than ever, helping them to achieve their commerce vision. In fact, they applied agile methodology to roll-out 116 new website releases in the past year, and are on track to deliver a further 110 in the year ahead.

Following their success in Asia-Pacific, HP is replicating this proven approach to easily spin up web stores in other regions of the world, most recently launching e-commerce in Mexico. Stobo and the project teams in Singapore, Barcelona, and throughout the U.S. have since rolled out Adobe Commerce across 41 markets worldwide and counting.

Next up, HP plans to launch new instances of Adobe Commerce to support their direct sales efforts in 14 countries across North America, Europe and Japan.

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