In early 2012 intel introduced Ultrabooks to the global market; a move that confused traditional laptop buyers due to their lower spec and higher price points. Sales were slow and retailers and OEMs alike needed to boost volume.

INTEL - ULTRABOOK

Trade in & Trade up

Overview

In early 2012 intel introduced Ultrabooks to the global market; a move that confused traditional laptop buyers due to their lower spec and higher price points. Sales were slow and retailers and OEMs alike needed to boost volume.

In the summer of 2012, Opia were approached by Intel and Dixons Retail with a request to help solve low sales issues on the already

heavily promoted product line. Opia undertook primary research regarding customers’ barriers to purchase and advised clients to offer a ‘Trade up to Ultrabook’ promotion, that offered the customer a fixed £150 rebate for any working notebook traded in.

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How did we do it?

The proposition was advertised nationally and the response was phenomenal. The generous headline rebate offer coupled with the straightforward customer proposition, which Opia is known for, allowed the re-launched Ultrabooks to compete with the mainstream price bracket. Sales of Ultrabooks grew rapidly. Dixons now continues to enjoy sales rates much stronger than the market average.

Within six weeks, Dixons sales of Ultrabooks had increased over 10 x the pre-promotion run rate, and the participation in the promotion

had reached 15% v Opia’s predicted 12.5% -a manageable differential.

On the back of the Dixons Ultrabook promotion, Opia were introduced to intel clients throughout the world.

Crucially, long after the promotion closed, the client reported a residual effect on sales staff product knowledge and sales behaviour.

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