Thursday, September 28, 2023

Localized customer experiences – on a global scale

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Shreya Christina
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Specifically, HP Asia-Pacific was 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 & Collect” feature that would allow customers to purchase a printer or PC online and pick it up in-store, while providing an “endless aisle” assortment in-store online.

Localized Commerce

In 2013, HP Asia-Pacific deployed its first Magento Commerce (now Adobe Commerce) online stores in Thailand and Indonesia that use Magento Commerce 1. When they launched a store in China, they decided to make the jump to Magento Commerce 2. With customers ranging from individual shoppers looking for the perfect home printer to small businesses, HP Asia-Pacific needed a flexible e-commerce solution that could get to market quickly across multiple geographies and customer touch points, while operating in a high were able to test and repeat the pace.

By using a single Adobe Commerce Cloud instance to support multiple stores in different regions, each store was able to deliver a unique local experience and appeal to customers from different ecommerce cultures. HP Asia-Pacific designed a three-tiered structure based on an Adobe Commerce Cloud core that delivers common site navigation, page templates, dashboards, and security to customers in different regions.

On top of the structure are HP’s omnichannel capabilities, project management, content strategies and Customer 360 integration. The regional hubs then deliver localized products and services, including payments, logistics handling, language and order management capabilities.

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

Physical and digital integration

HP Asia-Pacific also tested its Click & Collect experience in India and Hong Kong. HP’s Singapore project team tested HP Click & Collect in 23 stores in India. They will be rolling out the solution in 700 stores soon. After a four-month pilot in New Delhi, 26 percent of consumer PC customers preferred to pick up their new PC from a local store rather than have it delivered, increasing traffic and saving shipping costs.

HP’s e-commerce launch in Hong Kong included purchasing programs for consumers, small businesses and employees. The new Hong Kong platform also integrates retail POS systems and allows customers to visit the website to book in-store demos.

Following success in the Asia-Pacific region, HP is repeating this approach to establish e-commerce stores in other regions of the world, most recently launching e-commerce in Mexico. Stobo and the project teams in Singapore, Barcelona and the rest of the US have rolled out Adobe Commerce in 41 markets worldwide to date.

Next, HP plans to launch e-commerce instances to support its direct sales efforts in 14 countries in North America, Europe and Japan.

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


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