Raising awareness of HP's world first concept store

30 Jul 2009

Hewlett Packard has launched its world first Experience Concept Store located at Sandton City. The HP Experience Store is a premium retail outlet with dedicated sales gurus, super exclusive products and personalised offerings which are a first not only to South Africa, but the rest of the globe. HP has commissioned Primall Media to engage a multi-media campaign, ensuring maximum exposure to shoppers and inviting them to experience the store.

Raising awareness of HP's world first concept store

Marketing manager of the HP Experience Store, Michelle Texeira comments, “The HP Experience Store is not located in the busiest part of Sandton City and most shoppers are unaware of its existence. The aim of our mall campaign is to target shoppers at the busiest intersections within the mall, grab their attention and drive them to the ... store.”

According to HP, its target market consists mainly of men, business executives, business owners and a growing student segment. The strategy behind the store is to be differentiated from competitors by offering consumers knowledgeable staff and personalised service in a leading edge experience environment. Sandton City was therefore the perfect demographic fit.

The HP Experience Store campaign extends to Primall's branded boom gates, digital ad screens, icons and hanging banners strategically placed throughout the shopping centre, ensuring both shoppers arriving, and those in the mall, are made aware of the store.

Lee Curtis, Primall's executive head, sales and marketing says, “A comprehensive mix of our mall platforms such as this ensures a multi-sensory message which stimulates a proven call to action.”

The store aims to offer unique services for each product purchased, expert IT solutions for both business and home needs and free training with each notebook and printer sold. Shoppers can also enjoy free in-store internet access and availability to exclusive products such as The Pavilion DV2, the limited edition Vivienne Tam clutch netbook and specialised DJ and computer music packages.

“We are a hands-on retailer which is very scarce in South Africa, our clients are our priority. HP aims to make this unique approach a basis for consumers to develop a relationship with us. We've been excited to see many more consumers through our doors. I'm confident that the awareness will continue to grow until the end of the campaign,” concludes Texeira.

The HP Experience multi-media mall campaign kicked off in May this year and will run until the end of October 2009.