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HP's online store slides into the channel sweet spot

HP's online store slides into the channel sweet spot

After what is understood to have been several hundred orders, Hewlett-Packard Australia's online direct program, @ hp online, appears to be well on track to achieving its objectives and is set to be expanded across the region.

Three months into its operation, Rebekah O'Flaherty, the principal architect of the program, has been promoted to the regional role of e-business unit manager and is on a mission to replicate the new channel throughout the Asia-Pacific region.

To say that the vendor is, at this stage, pleased with the results of its direct selling online retail venture is almost redundant.

And while O'Flaherty is reluctant to link her regional appointment to the success of @ hp online, she is passionate about the development of HP's newest channel.

"It was mayhem for the first couple of weeks, but by weeks three, four and five, we gave a big sigh of relief as the supply chain started working a lot better," O'Flaherty said, "and Leading Solutions has been great in its focus".

According to O'Flaherty, any customers whose expectations were not met in the early stages received a personal phone call of apology, and in some cases received some sort of favoured treatment such as special deliveries or free supplies with their printer.

While O'Flaherty declined to reveal any details of the business achieved online to date, she revealed that more than 60 per cent of sales have been printers and consumables. "The online customers have typically been second- and third-time buyers," she added.


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