July 16, 2019

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HOME REGIONS Middle East › HP brings ‘store in store’ to Middle East retail

HP brings ‘store in store’ to Middle East retail

by Stuart Wilson, Monday 14 July 2008

HP has announced the official launch of its ‘store in store’ retail concept in the Middle East. The initiative, which involves setting up a dedicated space solely for HP kit within a retail outlet, has kicked off in the CompuMe outlet in the Mall of the Emirates in Dubai, UAE. Further HP ‘store in store’ experiences are planned for retail outlets in Saudi Arabia, Kuwait and Egypt.

“The new HP ‘store in store’ consists of various digital lifestyle zones, where trained HP experts provide consumers with in-depth information, assistance and education as part of their shopping experience. This new initiative aims to give HP’s customers a more personal shopping experience,” explained Serdar Urcar, general manager PSG at HP Middle East.

The inaugural HP ‘store in store’ in the CompuMe outlet is owned and operated by the retailer and showcases the entire porttfoli of HP consumer offerings from PCs to imaging and printing products. HP has partnered with other retailers to launch future ‘store in store’ installations across the region.

To read Channel EMEA’s recent video interview with Sherifa Hady, consumer business manager, IPG at HP Middle East, focusing on the vendor’s regional retail engagement strategy, please click here.

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