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HP Boosts Stores in Latin America

Hewlett-Packard doubles the number of retail stores in Latin America and plans to expand further.

BY MIKE CEASER

BOGOTA — When Andre Molina, a Bogota graphic designer, went shopping for computer accessories recently, he didnt head for an electronics center or a discount store. Rather, he came to a Hewlett-Packard store in a north Bogotá mall - a retailing strategy pioneered in Colombia which is spreading rapidly throughout Latin America

"The system of selling Hewlett-Packard in commercial centers has worked well," says Luis Ochoa, director of Tiendas de Key Market SA., which has four HP stores in Bogotá and plans to open more.  

While computer manufacturers like HP have traditionally relied on distributing through computer stores and other retail outlets as well as direct sales to companies, the HP stores offer a new channel to boost sales directly to customers. However, they are not competing with HP’s traditional distribution partners as they are typically run by those same partners.

DOUBLED SINCE 2008

So far, HP has opened...



 

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