Dell opened its 145th mall retail kiosk in time for the holiday shopping season, bringing its Dell Direct Stores close to more than half of the U.S. population, it said.
Dell, No. 2 in the Internet Retailer Top 400 Guide to Retail Web Sites, with more than $3.2 billion in 2004 sales, has added 61 Dell Direct Stores this year, expanding on the 84 it operated at the end of last year. It now operates the mall kiosks in 20 states, nearly double the 11 states it operated in last year.
The kiosks, staffed with Dell personnel, are designed so shoppers can get a hands-on look at a range of Dell products, including plasma TVs, digital music players, printers, and desktop and laptop computers. The kiosks let shoppers place orders online, but don't sell products to that customers can carry home.
"Customers are telling us they like the Dell Direct Store concept because it gives them a chance to see and try our products before buying them," said Tom West, marketing director for home and small business. "We've expanded the program this year to accommodate the retail customer's appetite for Dell products and expertise."
Dell Direct Stores are now in California, Florida, Illinois, Georgia, Kentucky, Michigan, North Carolina, Minnesota, Missouri, New Jersey, Nevada, New York, Ohio, Oklahoma, Oregon, Pennsylvania, Tennessee, Texas, Washington and Wisconsin.
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