Print Station

HP EMEA

The challenge

HP wanted to capture a larger part of the SMB outsourced print market, which had high growth potential for the company in the current market environment. They also wanted to increase their brand visibility with SMBs and other audiences, while further integrating and strengthening relationships with their existing channel partners and ensuring the continuing use of their equipment and supplies.

The idea

To address all these challenges, Pepper and HP developed the HP Print Station concept:
a unique, co-branded print store that brought HP’s expertise and equipment to partners and SMB customers globally. We identified the right partners, gathered market intelligence to develop a comprehensive strategy and business plan, and created messaging and branding that perfectly communicated the program’s USP. We supported partner acquisition and rollout, and set up training programs to equip participating partners.
To generate demand with SMBs, we designed campaigns and loyalty tools; we also set up a web2print eCommerceplatform, opening up the online market. In addition, Pepper implemented and maintained a reporting dashboard to track the program’s success. We also created a standardized process to efficiently handle the country rollout, to better coordinate the setup of the HP Print Station stores’ fittings and overall infrastructure.

The result

Garnered 30 partners in 7 countries
85 stores opened
3 eCommerce platforms launched
Program captured sizeable proportion of SMB outsourced printing business for HP
Amount of material printed on HP devices and machines substantially increased
Successful implementation of project showcased Pepper’s expertise in setting up and managing a complex, EMEA-wide marketing program

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