Technology Reseller v39

technologyreseller.co.uk 25 RETAIL TR: Could vendors and distributors do more to help you overcome these challenges? And if so, what? HR: Every vendor is trying so hard to be the best, most innovative technology provider in the world, and as a result their sales teams have a multitude of targets to hit and KPIs to meet. I fear that by working in that way, we’re missing the opportunity to step back and ask the customer ‘What do you actually need?’ and then work together holistically and collaboratively to protect the consumer now and in the future. I would say: continue with the innovation, continue with the conversation, but we need to get the balance right between encouraging commercial success and thinking about the future business challenges our customers face and how we can help. TR: Are customers become more demanding, and if so, in what ways? HR: Not at all. The tech industry is becoming more complex, so customers want and need reassurance from their channel partners that the solutions they are investing their time and money in are the right choices. They need a partner that can offer a consultative style of service and has a genuine interest in their business challenges, rather than just being sent a black and white quote and being left to determine whether that’s going to solve their problem. That way of thinking feeds into our work with partners too. As the solutions become more complex, our partners trust the due diligence we do as a distributor into the technologies we represent. They want that holistic overview from us. TR: : If you could change one aspect of your job, what would it be and why? HR: : I’m very lucky to say I wouldn’t change a thing. As the company has grown and developed, my role has changed from chief cook and bottle washer to head of strategy. As long I have the opportunity to carry on learning and encouraging new ideas, I will continue to challenge myself, my role and the company as we grow. I wouldn’t change it for the world, I absolutely love what I do and think more people need to get involved in tech. amongst retail partners, in which data analytics is used to redesign the customer journey and improve the online and in- store buying experience. The programme is built on three pillars: Performance – partners are rewarded for portfolio sell-through and revenue, with a structured compensation framework, sales boosters and other tools; Capabilities – partners are rewarded for investing in new capabilities such as data analysis, service models and consistent online and in-store experiences; and Collaboration – partners are encouraged to collaborate more with HP and other partners on the basis that companies that regularly collaborate with suppliers and report data achieve higher growth, lower operating costs and greater profitability than those that don’t. Sustainability Another key element of HP’s partner programme is the optional HP Amplify Impact partner assessment, resource and training program introduced to effect meaningful change across three sustainable impact pillars – Planet (climate action), People (human rights and social justice) and Community (digital equality). The programme encourages partners to set long-term objectives to drive positive impact and then work towards them by taking advantage of HP initiatives, such as its Planet Partners recycling scheme. HP is aiming to be carbon-neutral in its own operations by 2025 and achieve net-zero carbon emissions across its entire value chain by 2040. It hopes to achieve these goals by focusing on five drivers: print and compute as a service; greater use of renewable and recycled materials; supply chain decarbonisation e.g. using renewable energy and electric vehicles for product shipments; energy efficient product design; and sustainable forestry, including investment in forest restoration and protection and the sourcing of certified or recycled materials. www.hp.com HP has announced the extension of its recently launched HP Amplify global channel program to its ecosystem of more than 1,350 retail partners, including pure online, omnichannel and bricks and mortar players. It expects to start moving retail partners over to two retail tracks within the HP Amplify programme – Synergy and Power (including Power CDR Retail aimed at retail sub-distributors) – on August 2 and continue the transition throughout the remainder of the year. Launched to commercial partners last autumn, HP Amplify is built on a single, integrated structure designed to provide the insights, capabilities and tools partners need to grow at a time of great change in customers’ needs and buying habits. For retailers, these include a shift from in-store traffic to e-commerce sales, with the latter growing more than 27% in 2020, according to Oberlo Statistics, and forecast to account for 40% of sales of consumer- packaged goods by 2025 (source: Edge by Ascential, Retail 5.0 whitepaper). This trend is running in parallel with a rise in hybrid working and the emergence of the prosumer, both of which require more collaborative relationships and deeper customer engagement. Christoph Schell, Chief Commercial Officer at HP Inc., said: “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. 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.” Data insights The rationale of the new programme is to foster a data-driven, collaborative culture HP encourages retailers to grow and innovate through enhanced collaboration and data analytics HP Amplify partner programme extended to retail partners