How HP regained control of its sales channel with an incentive program for retail salespeople

HP, like any major tech brand, sells its products through distributors and retailers. That's what lets it be everywhere. But the flipside is well known: the brand loses visibility and connection with the salesperson standing in the store recommending HP over a competitor.

That salesperson makes decisions that move millions of dollars per category. They recommend one laptop over another, one printer over another. If the brand doesn't have a direct relationship with them, it's leaving that decision to chance or to the mood of the day.

HP needed a way to identify, connect with and incentivize those salespeople — without disrupting the channel's commercial structure and without rebuilding its distribution.

maslow operates a trade marketing program for HP centered on the retail salesperson. Every salesperson registers on the platform, validates their HP product sales and receives prizes and points for each closed operation.

For HP, the program works as a layer that sits on top of the existing channel: it doesn't replace the distributor or the retailer, but it gives the brand back the direct relationship with whoever recommends the product. The information the program generates — what is sold, where and why — comes back to the brand as commercial intelligence.

The result: a sales channel that feels supported by the brand, and a brand that recovers the conversation with its commercial chain.