HPShopping.com gets a new name and systems integration
A name change isn’t the only new occurrence happening at HP Home and Home Office Store, the revised name for HPShopping.com, the business-to-consumer e-commerce arm of Hewlett-Packard Co.
In the last year, The HP Home and Home Office Store has integrated its front-end e-commerce platform more closely with Hewlett-Packards’ back-end business systems and given reps at its newest customer contact center in Boise, Idaho, access to updated information.
HP Home and Home Office Store, No. 5 in the Internet Retailer Top 400 Guide to Retail Web Sites, also is adding even more guided navigation to its web store and changing the placement of product brands on its merchandising pages.
The ongoing changes are part of a marketing strategy to keep the site a continual favorite of visitors and shoppers in the ultra-competitive online consumer electronics and personal computer space. For instance, HP Home and Home Office Store now is adding product recommendations to items customers are placing in their shopping carts. Product pages also have been reconfigured with other enhancements, such as different views of the merchandise that allow customers to zoom in or see a notebook computer, big screen TV or digital camera in three dimensions. Additionally, site search criteria has been refined to allow customers to search by different criteria such as by price after rebate, mega-pixel size, display size and optical zoom for a digital camera.
By adding more search and navigation tools, HP Home and Home Office Store is targeting additional cross-selling opportunities throughout the customer’s time on the web site. One new change is that various product brands now are featured horizontally across product landing pages and the image of the merchandise is tightly packaged with contents and links that include more technical specifications, educational articles and customer service information. “We are making between four and eight changes each month to the site and just doing a better job of organizing the content,” says manager, sales and merchandising Peter Moreo.
HP Home and Home Office was an early adopter of guided navigation and enhanced site search tools to improve sales and cross-selling. The effort is paying off, Moreo says. During the holidays, sales increased by 29% over the previous year, though HP Home and Home Office Store didn’t break out specific numbers.
The name change, which took effect Feb. 1, is meant to align the e-commerce unit more closely with the Hewlett-Packard brand, Moreo adds.
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