HP adds 7,500 stores to extend APAC retail reach

The computer giant is looking to enhance its reach and to improve consumer experiences with its new HP Experience Stores, particularly in high-growth markets in China, India and Southeast Asia, to consolidate its lead position as a consumer technology retailer in Asia-Pacific.

The technology firm will also focus on increasing its presence in non-metropolitan cities, such as Wuxi in China, Jaipur in India and Palembang in Indonesia.

In addition, HP will establish Alternate Experience Centers with various lifestyle retail partners, such as Vivienne Tam fashion boutiques across the region and Electronic Arts’ EA Experience Store in Hong Kong, to bring its product range out of traditional IT retail outlets into shopping destinations to boost appeal to women, young consumers and families.

"HP understands that consumers today value personalised experiences. The HP Alternate Experience Centers provide HP technology experiences unique to their destinations, driving deeper engagement with consumers by assimilating technology with lifestyle interests,” said See Chin Teik, senior VP of personal systems group for HP Asia-Pacific and Japan.

In August, HP initiated a search for an agency to handle its retail marketing business across Asia-Pacific, an account divided among a number of agencies. PMG, Bates141 and Publicis Groupe subsidiary Solutions Integrated are believed to be involved in the review.