HP Extends First Of Its Kind Partner Program To Global Retailers

Yesterday, HP Inc. announced the extension of HP Amplify™ — a first-of-its kind global channel program — to its vast ecosystem of more than1350 online pure players, omnichannel,  and brick and mortar retail partners. Launched in the fall of 2020 to commercial partners, the powerful new partner program, built on a single, integrated structure provides the insights, capabilities and collaboration tools needed to drive digital transformation and growth as consumer buying behaviours continue to evolve. HP will begin to transition retail partners¹ to the HP Amplify program beginning August 2, 2021 and continue through the calendar year.

Built on a simplified and easy-to-navigate structure with two distinct retail tracks (Synergy and Power including Power CDR Retail targeted at retail sub-distributors), HP Amplify is designed from the ground up to turn data analytics into insights that spark new strategies, steer innovation and reward partners for performance, collaboration and capabilities while accelerating digital transformation with insights, building a data driven culture and augmenting common knowledge with collaboration tools.

“For the IT industry overall, and the retail channel specifically, it is clear that business as usual is no longer an option. HP Amplify not only makes it easier for retail partners to do business with HP, it provides a clear path, built on a proven framework, to transform their business for today while enabling long-term sustained growth in the future,” said Bradley Pulford, Managing Director, HP Inc. Africa. “Together with our partner community we are reinventing how consumers experience our products and services, by investing in our shared capabilities while developing new areas of strength to remain competitive.”

Spurred by rising demand for work, learn and entertain at home products accelerated by the pandemic, the retail industry has experienced an accelerated pace of change. According to Pulford, capitalizing on the momentum of transformational experiences will be critical to building and maintaining the flexibility that is demanded of doing business today. For the foreseeable future, changes in consumer behaviour will have a greater impact on value in retail than any other single factor.

While in-store traffic decreased, e-commerce sales grew by more than 27 percent in 2020, and is expected to account for 40 percent of total sales for consumer-packaged goods by 2025. Trends such as hybrid work, the emergence of the prosumer and continued e-commerce growth are making collaborative partnerships in the retail industry more essential than ever. With the introduction of HP Amplify, HP is empowering retailers to capitalize on these shifts, arming partners to deliver superior customer experiences and drive future growth.

“Customers are requesting a closer and more personalized relationship with brands,” Pulford said. “We will increase our common knowledge of the consumption patterns using data analytics in order to redesign the customer journey, improving experiences online and in-store through HP’s Amplify for Retail program.”

HP Amplify offers a common platform designed to enable progressive go-to-market strategies focused on three core pillars: performance, capabilities, and collaboration. Building on the success of the HP Amplify framework while addressing unique needs of retailers, the new program rewards partners for a variety of performance indicators tied to portfolio sell through and revenue. A structured compensation framework, sales boosters, and other tools help retail partners to assess performance and actions providing clear indicators of success.

Beyond sales revenue alone, HP Amplify measures rewards based on new capabilities such as driving data insights, service models, consistent online and in-store experiences. Strengthening and developing of new capabilities are supported by online digital assessments and recommendations based on core capabilities, consumer trends, benchmarking, and best practices. HP Amplify rewards partners who invest in the capabilities to compete – and win – in a world dominated by e-commerce and digital-led customer journeys.

Transformational change requires collaborative partnerships. Companiesthat regularly collaborate with suppliers can demonstrate higher growth, lower operating costs, and greater profitability than their industry peers⁶. Partners that report data will be able to anticipate and enable more positive customer outcomes, ultimately driving sales conversions and maximizing average baskets. HP will collaborate closely with partners to optimize sales through store level assortment tools and cross category recommendations to unlock opportunity diversification.