Trade in & Trade up

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.

Opia was 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 the clients to offer a ‘Trade up to Ultrabook’ promotion, that offered the customer a fixed £150 rebate for any working notebook traded in.

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. Dixon Retail now continues to enjoy sales rates much stronger than the market average.

Within six weeks of the Trade in & Trade up promotion campaign launch, 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 Retail ” Trade up to 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.