HP Middle East announces its new retail strategy in the UAE – HP Store in Store

By on January 25, 2010
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Dedicated HP experts will help you with sales, after-sales service and support issues at leading electronics stores chains across the UAE


PR: HP Middle East announced its new retail strategy in the UAE – HP Store in Store, which is focused on facilitating enhanced consumer experience and interaction. This unique concept has been implemented in the UAE and a 4th store was launched in Dubai Mall at Jacky’s this month.

Elena Danici, HP Middle East’s Marketing Manager explains the concept, “The Store in Store concept allows HP to create its own branded space, with HP look and feel. For consumers, this is something original and engaging and allows them to experience and distinguish the HP brand visually, as well as through educational conversation with HP representatives and interaction with the products themselves.

HP’s Store in Store is, as its name suggests, a mini HP island within a larger retail outlet, offering customers the opportunity to learn, engage and experience an entire spectrum of the latest HP technology; from personal computing to imaging and printing products. It is, like an island, independent and exclusive to its own products, associates and atmosphere.

First-Class Consumer Experience
The fundamental aim of HP Store in Store is to provide consumers with an experience that exceeds their shopping expectations, through the implementation of an emotive, innovative and interactive platform. HP products are brought to life within a premium shopping environment, enabling customers to experiment with the full range of products. In doing so, customers have the opportunity to engage individually with the products and experience their functionality first hand. The objective is to create an in-store experience that presents HP as an inspirational, consumer-oriented brand choice.

Dedicated HP experts
Customers have the advantage of acquiring valuable and in-depth information from trained HP experts present on the island, and will be able to receive tailored IT advice according to their personal needs. HP trained promoters will also conduct integrated and instructive demonstrations in order to provide shoppers with the clarity to make informed decisions. HP Product benefits are communicated at Store in Store through experience driven scenarios, and within an environment that promotes product accessibility and visibility to ensure that HP’s core values are conveyed.

After Sales Service
Once customers have made a purchase at an HP Store and Store, they are then eligible for a range of after sales benefits. A challenge faced when attaining a new laptop is usually the transferring of data from the old device to the new. This has become one of the HP’s service offerings, along with dedicated support for any IT issues and viruses.
“At Jacky’s, we take pride in attending to the every need of customers, and it has always been our aim to provide our customers the latest technology products. We are exceptionally pleased to be associated with one of the world’s largest technology companies such as HP and work alongside with HP Middle East in this inspiring initiative,” said Mr Ashish Panjabi, Chief Operating Officer of Jacky’s Group of Companies


Abbas Jaffar Ali is the founder of tbreak.com and a blogger, geek and self-declared tech pundit who can't stop talking about technology. Find him on twitter as @ajaffarali

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