Dell drives its premium range during the back-to-school and Black Friday periods

The location: France

The back-to-school and Black Friday periods in France are key for Dell in order to increase market share on the premium PC segment by offering customers the possibility to buy up the value chain with an attractive cashback on XPS, Alienware and Inspiron product families.

In a very competitive market with high demand for IT equipment in 2020 with the rise of home-working and e-learning, many customers have had to refresh their IT equipment to better work and study from home.

Dell called on Opia to develop a promotion attractive to customers – whether gamers or fans of technology – that could guarantee a sales uplift while protecting margins

The Solution

Opia worked with Dell to create a multi-tiered cashback on a large selection of products allowing customers to claim up to €200 for the purchase of a laptop, desktop or monitor in the XPS, Alienware or Inspiron range.

The promotion was successful at two levels: it allowed Dell to gain market share in the premium segment with an increase in sales of 25% in the XPS and Alienware ranges, and it also contained margin erosion by targeting the offer the most promotionally responsive customers likely to drive engagement.

Ensuring a simple, fluid and efficient customer experience was a key requirement for Dell. Opia digital teams worked to create a personalised branded platform allowing customers to request their cashback swiftly after their purchase in-store or online.

The Opia CLOUD platform allows the customer service team at Opia to validate customer redemptions in near real time and to process payments via bank transfers in a matter of days.

The back-to-school cashback was so successful, that Dell decided to repeat the programme during Black Friday in order to keep increasing its sales and share of voice during this key period.

The cashback designed by Opia proved to be an efficient and profitable alternative to instant price discounts, allowing Dell to protect its price position on its premium brands and customers to enjoy Dell technology at an attractive price.

See how Opia can help your campaigns