HP Digi Van – Revolutionizing Outreach Program

Conceptualized By: Encompass Events
Core Team Member: Vikram Singh Parmar

Project Overview

The HP Digi Van project was a groundbreaking initiative, designed to expand HP’s reach across India. This first-of-its-kind project aimed to bring HP’s laptops and printers directly to untapped markets, blending innovative on-ground activation with local dealer participation. The vans were transformed into mobile stores, showcasing HP’s products and enabling direct sales.

As a core team member, Vikram Singh Parmar played a pivotal role in conceptualizing and executing this ambitious project, scaling it from the first van to a fleet of five that traversed the country, boosting sales and brand visibility.

Key Objectives

1. Market Penetration: Target underserved markets to increase HP’s presence and sales.
2. Localized Sales Enablement: Empower local dealers by providing a mobile platform for direct sales.
3. Brand Awareness: Create a strong impression of HP’s commitment to innovation and accessibility.
4. Consumer Engagement: Deliver an interactive, hands-on experience to potential customers.

Challenges

1. Operational Scale: Managing logistics for vans traveling across diverse geographies and terrains.
2. Dealer Collaboration: Coordinating with local dealers to ensure seamless product availability and sales.
3. Customer Education: Introducing and familiarizing new consumers with HP’s range of products.
4. Resource Management: Setting up store-like interiors and tech demonstrations in a limited space.

Approach

1. Innovative Van Design:
   • Designed the vans to resemble fully functional stores, complete with demo zones for laptops and printers.
   • Equipped each van with interactive displays and sales counters managed by local dealers.
2. Scalable Rollout:
   • Started with one van and scaled to five, ensuring operational excellence and consistency.
   • Strategically planned routes to cover key towns across India.
3. Dealer Empowerment:
   • Partnered with local dealers to sell products directly from the vans.
   • Provided training to dealers on HP’s product offerings and sales techniques.
4. Customer Engagement:
   • Conducted live demos and interactive sessions to showcase product features.
   • Offered on-the-spot sales and promotions, making the experience convenient for customers.

Results

1. Increased Sales: Boosted sales of laptops and printers significantly in untapped markets.
2. Market Penetration: Successfully reached consumers in over 100’s of towns, creating a lasting impression of HP’s accessibility.
3. Dealer Growth: Strengthened relationships with local dealers by increasing their visibility and sales potential.
4. Customer Interaction: Enabled thousands of customers to experience HP products firsthand, increasing trust and interest in the brand.

Key Metrics

• 5 Vans Deployed: Operational across various states in India.
• 100+ Towns Covered: Targeting regions with limited tech retail access.
• Thousands of Units Sold: Direct sales of laptops and printers soared in remote markets.

Testimonial

“The HP Digi Van was a game-changer for us, transforming how we connected with customers in smaller towns. This project not only drove sales but also helped build trust and awareness for HP’s innovative products.”