Fabio Ranieri

Transformation starts with asking the right question. HP realized the challenge wasn’t simply creating more content, it was solving a scale problem. Customers expect seamless, localized, and trustworthy online experiences, yet legacy workflows and agency-heavy models made this costly, inconsistent, and slow.

HP approached the problem from a transformation-first perspective: mapping pain points across markets, identifying bottlenecks in global-to-local execution, and testing what truly drives conversion.

The result was Playbook 3.0, a new operating framework that leverages automation, AI-driven content factories, and standardized design templates to deliver consistent online product experiences across more than 100K SKUs and 2500 channel partners—while cutting costs by orders of magnitude. More than a technology project, the Etail Playbook 3.0 demonstrates how transformation happens when you align people, processes, and tools to deliver better customer experiences at scale.

This presentation will address the key learning and highlights of the Etail Playbook 3.0, with tangible takeaways for attendees to walk away with.