HP Supplies Campaign

Challenge

HP research revealed that 20% of consumers accounted for 80% of their total ink sales. As such, they wanted to put a program in place to understand their high print usage needs and further lock-them into re-purchasing original HP supplies.

Thailand was selected as a pilot market as it had:

• A level of consumer loyalty was low
• A market share was eroded by competitors and re-manufactures who supplied fake inks and refills.

Solution

• A value-pack product bundle program (a first for HP in APAC).
• Selection of the pack configurations was based on customer purchase data in both consumer and SMB segments.
• End users are incentivised to send back their purchase/registration details so that we can close the loop on sales and derive exact ROI.
• Channel partners were also incentivised to drive sales through direct and telemarketing efforts.

Results

• Accomplished program target of 10,000 unit sales in 3 month period, generating ROI of 6:1.
• Locked in customer (and blocked out competitors) for up to 9 months due to quantity/volume of packs sold.
• Identified key B2B and consumer retailers and channel partners that drove the most sales.
• Learning gathered from pack configurations was used for future APAC inkjet bundle programs.