Localized customer experience — on a global scale

“It was critical to deliver early wins across Asia and Latin America, demonstrating complete control,” said Herriot Stobo, Head of Omnichannel Solutions and Innovation, HP Asia Pacific. all about the customer experience. “We need agility across multiple segments of the platform, and a sustainable cost structure will pave the way for our global rollout.”

More precisely, HP Asia Pacific needs to open more stores in the region — in Australia, China, Hong Kong, India, Indonesia, Korea, Malaysia, New Zealand, Singapore, Thailand, Brazil, Mexico, Argentina, Colombia, Chile and Peru—on one platform. They also want to offer a “Click & Collect” feature to allow customers to purchase printers or PCs online and collect them in-store, while providing in-store customers with a kind of “endless passage.” online.

Localized commerce

In 2013, HP Asia Pacific launched its first Magento Commerce (now Adobe Commerce) online store in Thailand and Indonesia using Magento Commerce 1. When they launched their store in China, they decided to make the leap to Magento Commerce 2. With customers from individual shoppers looking for Looking for the perfect home printer for small businesses, HP Asia-Pacific needed an agile e-commerce solution that could bring them to market rapidly across multiple geographies and customer touchpoints. , while allowing them to experiment and iterate at a rapid pace.

Using one instance of Adobe Commerce Cloud to support multiple stores across different regions allows each store to provide a unique local experience and attract customers from different e-commerce cultures . HP Asia-Pacific has designed a three-tier structure based on the Adobe Commerce Cloud core, providing common site navigation, page templates, dashboards, and security for customers across different regions.

At the top of the structure is HP’s omnichannel functionality, project management, content strategy, and 360 customer integration. Its regional centers then deliver native products and services. localization, including billing, fulfillment logistics, languages, and order management capabilities.

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

Physical and digital integration

HP Asia Pacific also tested the Click & 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 roll out the solution across 700 stores. After four months of testing in New Delhi, 26% of PC consumers prefer to pick up their new PC at a local store rather than have it shipped, increasing valuable traffic and saving on shipping costs.

HP’s e-commerce launch in Hong Kong includes purchasing programs for consumers, small businesses, and employees. The new Hong Kong platform also integrates a point-of-sale system and allows customers to visit the website to order a demo in-store.

After success in the Asia-Pacific region, HP is replicating this approach to expand its online stores in other regions of the world, most recently rolling out e-commerce in Mexico. . Stobo and project teams in Singapore, Barcelona, ​​and across the US have deployed Adobe Commerce in 41 markets worldwide to date.

Next, HP plans to roll out e-commerce versions to support its direct selling efforts in 14 countries across North America, Europe, and Japan.

This content is produced by Adobe. It was not written by the editorial board of the MIT Technology Review.

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