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HP Amplify partner programme extended to retail partners

HP encourages retailers to grow and innovate through enhanced collaboration and data analytics

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 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.


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.

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