With an October deadline for the consolidation of the post-merger HP's distribution line-up looming, Tech Pacific is actively recruiting small HP resellers with a promotion that offers instant credit accounts and voucher rebates.
It is symbolic of the moves by distributors to ensure they earn a position in the revised channel. HP has already indicated that it will most likely be reducing the number of distributors it currently deals with to return some profitability to its channel. The race is now very much on for distributors to win the hearts, minds and trading accounts of swinging resellers.
Following on from its New HP Frenzy promotion in May, Tech Pacific has revisited the concept with two broad offers. The first is designed to lure smaller resellers that don't currently purchase HP/Compaq product from Tech Pacific, or are only on cash terms with the distributor, with fast-track approval of a $6,000 credit trading account for HP gear only. The promotion runs until August 30.
The second carrot in the promotion was a series of Myer/Grace Bros vouchers, which ran from July 4 to August 4. Vouchers up to the value of $1,000 were accrued based on the size of the HP/Compaq order.
Joshua Velling, Tech Pacific's systems and peripherals category manager, said the promotion has been run again to bring new customers on board and unify the HP and Compaq brands under a single promotional offer.
Under the tag line "For HP, think TP", Velling said Tech Pacific is trying to engender a sense of stability in the market. "While there is all this change going on with the merger, we're saying, keep with Tech Pacific," Velling told ARN.
The promotion's timing is pertinent. Tony Bill, general manager of the post-merger HP's personal systems group (PSG), said in June that HP's channel rationalisation will be in the final stages of review in September, in time for contract renewals in October and a November 1 launch of its revised channel line-up.