How Alienware unleashed more users beyond the gamer niche

Alienware, a computer hardware subsidiary of Dell, increased its number of high-spend customers by using data analysis to identify and define the characteristics of four target segments.

Case summary

Challenge

Alienware wanted to tap into its full market potential in China and expand beyond its main demographic of male gaming enthusiasts in a changing market amid the pandemic in 2020.

To do this, it needed effective marketing and a brand refresh.

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