Alienware (ALW) is Dell’s premium, high-end brand for hardcore gamers – the market leader when it comes to manufacturing the best gaming laptops and desktops. As an industry leader and innovator, ALW providers immersive and exhilarating gaming experiences for serious amateur and professional gamers.
However, with such a niche target audience, growing the category – and therefore sales – is a constant challenge for Dell.
We needed to expand the source of growth beyond just hardcore gamers if we were to grow the category and sales.
We used Alibaba’s eCommerce tool to cross-match the purchase behaviour of existing ALW buyers to identify new potential consumers.
Once identified, we tracked this new target audience through Tmall’s purchasing data and delivered targeted ALW messaging to trigger consideration and purchase intent.
Our eCommerce strategy delivered impressive results. The overall order volume of Alienware increased by a massive 120% in the first month, and the ROI for the Tmall store rose by 30%.