Smart

Hewlett-Packard

The challenge

A challenge facing our client HP was the growing popularity of non-HP products in the printer consumables market—a trend which HP’s existing channel marketing activities were unable to adequately counter. HP therefore tasked Pepper with setting up an analytical CRM program to enable HP and its channel partners to jointly analyze customer data. The objective was to segment the customer base of the channel partners, to develop and implement an optimized marketing activities plan for joint market cultivation, and to increase sales in the printer consumables market via targeted campaigns.

The idea

Pepper and HP created a channel CRM program that integrated sales partners and encouraged them to focus on common goals and on increasing sales. The result was an international cross-dealer EMEA program where participating partners provided anonymous customer data and HP/Pepper offered valuable CRM expertise. We also jointly planned and developed specific campaigns for individual consumer segments to be executed by HP and the sales partners. In addition, HP provided financial support for campaign execution, made tested campaigns available on a regular basis, and guaranteed continuous performance measurement for campaign verification. A reward system ensured that especially active and successful sales partners received additional revenue.

The result

CRM program enabled HP and partners to jointly analyze customer data
Sales partners focused more on common goals and on driving sales
Marketing campaigns optimized and targeted to specific consumer segments
Response rates increased by over 20 %
Sales boosted by 30 %
Marketing ROI increased by over 200 %
Expertise in analytical CRM developed
Resource utilization improved

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