Hewlett-Packard
Company: Hewlett-Packard Company, Palo Alto, California
Company Description: HP is a technology solutions provider to consumers, businesses and institutions globally. The company's offerings span IT infrastructure, global services, business and home computing, and imaging and printing.
Nomination Category: Corporate Web Sites
Nomination Sub Category: Product Information
Nomination Title: HP.com Worldwide Product & Services Catalog
1. When was this web site first published?
The HP.com Worldwide Product & Services Catalog was launched in 2004 across
countries in the Americas and Europe (22 countries).
2. Briefly describe this nomination’s communications objectives and how it met those objectives. Include here the URL of the nominated web site. (up to 100 words):
The HP Product & Services Catalog serves many countries. You could look at just
about any product to see it, but for illustration let's look at one family of
products: printers. You get to the product catalog directly from the product
categories on our home page in the countries. A few representative country urls
below (but you can go to any country home page and see it). The links provided
are at the top of the product catalog information architecture. Feel free to
drill down 2-3 levels and you will get to the lowest product information page.
If you look across the urls, you will see how our content management system
creates the content in a consistent fashion across all countries. Here are the
examples. Let me know if you need more information. These examples are for our
InkJet printers (but all products are basically the same because it is template
based).France: http://h10010.www1.hp.com/wwpc/de/de/ho/WF02a/2923-2929-3289.html
Germany: http://h10010.www1.hp.com/wwpc/de/de/ho/WF02a/2923-2929-3289.html
United Kingdom: http://h10010.www1.hp.com/wwpc/uk/en/ho/WF02a/5043-5047-5287.html
Canada: http://h10010.www1.hp.com/wwpc/ca/fr/un/WF02a/18972-236251-236261.html
Norway: http://h10010.www1.hp.com/wwpc/no/no/ho/WF02a/12123-12125-12245.html
Until 2004, the product information pages in HP's 70+ country websites was
developed locally in each country. There were very few processes to leverage
content worldwide and huge duplication of effort -- including resources. This
limited HP's ability to provide timely, complete and accurate content to all
localities (there just was not enough money). We developed a strategy to create a
central publishing platform and workflow tool that enabled HP to shift the paradigm
on how product content was created and delivered via the web. It realigns our
business and customer segment marketing teams to supplying "source" content
into a vast repository. The user experience framework (based on usability studies
and user-centered design principles) defined multiple product page templates. We
built the publishing backbone and content workflow tools. Marketing now supplies
content into a repository. Content chunks get tagged and translation and
localization is triggered. Translation memory reduces overall costs and allows for
greater speed. Regions approve translations within the workflow and countries are
allowed to add local promotions. The system, which currently serves the
Americas and all of Europe spans more than 30 countries and 19 languages. It
has allowed HP to supply richer content to all markets in more languages than
before -- for significantly less money. The Product & Services Catalog is now
rolling out across Asia and once complete will serve more than 50 countries and
37 languages. The results have been dramatic. Our online satisfaction scores
have increased in the category of "finding information" and overall TCE scores have
been improved -- directly attributed to improved product content. If you go out to
www.hp.com and select a printer, you will see the page designs and if you go to
another country in Europe from the US home page and go into the same printer
information -- you will see the consistency of design (delivered centrally from our
system) but with local promotions and pricing. We are delivering more than 1
million pages of content through our central system and as the system rolls
across Asia it will be even higher. We feel this is a best practice for a large
enterprise like HP -- considering the scope and the change management
necessary to achieve it. We hope you will consider our Product & Services
Catalog for your Product Information category. Here is some more information on
the program:The Products and Services Catalog (PSC) is an automated system that creates a
common products and services catalog in multiple languages and countries; uses
a common publishing process that meets local country needs; and is based on a
customer experience strategy derived from user testing. The objectives of this
program are to standardize the online product catalog customer experience;
develop one centrally-managed product catalog process spanning all product
groups and regions; and automatically produce country-centric segmented and
undeclared product catalogs centrally including native language countries. The
benefits to our customers/users is that it provides consistent, high quality
product catalogs in all regions for customers; provides “undeclared” catalogs, where appropriate, as well as tailored, segmented catalogs for consumer and business
customers; provides reliable, relevant, timely and accurate information that
motivates customers to take action; and improves the online product catalog
customer experience.
3. List the appropriate creative and production credits for this nomination: Advertising Agency/City: Client: Art Director: Cinematographer: Creative Director: Designer: Director: Illustrator/City: Music Producer/City: Photographer/City: Printer/City: Producer: Production Company/City: Programmer: Writer: Web Development Firm/City:
HP's WW Internet & Marketing Services Organization.