PC maker eMachines takes to the web for its first direct-to-consumer effort

Three-year-old eMachines Inc., which claims the number three position as seller of PCs through retail outlets, has launched a direct-to-consumer web site at store.emachines.com as well as a toll-free call center.

"eMachines is working closely with its retail partners to provide our customers with the widest range of purchasing options possible," said Wayne Inouye, president and CEO. "We are committed to giving our customers the best value, customer service and buying experience in the PC industry."

EMachines sells lower-cost PCs. About half of the buyers of PCs are first-time computer buyers, the company says.

EMachines hopes to distinguish itself on the web by allowing consumers to get price quotes on custom-configured systems without providing personal information. It promises to ship all systems within 24 hours, except Fridays. The site also allows customers to find the nearest retailer of eMachine PCs.

In the third quarter, eMachines had revenue of $93.3 million, down from the previous quarter’s $115.9 million and the year-earlier Q3 of $175 million. The decline was the result of extensive retail discounting and incentives in the first and second quarters and a planned inventory reduction in the third quarter, the company says.