Having recently sent a wave of uncertainty through the channel with its decision to enlarge its direct sales force (see ARN November 4, page 4), Hewlett-Packard has heralded the success of its strategic partnership with retail giant Coles-Myer and subsidiaries.
HP officials claim that due to the dramatic expansion of Myer/Grace Bros and Officeworks outlets across Australia, HP has more than doubled its shipments in the past 12 months.
Brent Marcombe, consumer marketing manager of HP, says the partnership with Myer/Grace Bros and Officeworks is "our fastest growing retailer account".
Marcombe claims the partnership provides HP with a "good alignment with our channel strategy" in that they are expanding rapidly with their "market killer" style of large format operations - such as Myer Electric stores.
HP officials claim that with Myer/Grace Bros targeting home consumers and Officeworks targeting the small business market, the two outlets provide an "excellent" channel for HP's large product range.
Kevin Allman, business manager for business machines at Officeworks, said: "HP has significantly increased its share of Officeworks' business."
The partnership's success, says Andrew Cooper, consumer business unit manager with HP Australia, derives from the fact that "Myer/Grace Bros and Officeworks are uniquely positioned as a one-stop shop where both home users and small business customers can purchase a full range of products from HP".
Marcombe claims HP works well with any retailer with a large format that can display the full range of HP products, in which the customer can see from the outset a complete HP solution.
"HP is a channel-centric organisation," Marcombe insisted. He said that this partnership is a good example of HP's continuing commitment to the channel.