Dell expands its multi-channel strategy with 50 more mall locations
Dell Computer Corp. is expanding its multi-channel strategy with the opening of 50 sales booths in malls by the middle of November. Customers can view a limited selection of laptop and desktop computers at the sites, then order the devices online. Dell tested the concept in last year’s fourth quarter, then in July expanded to 21 sites. A Dell spokesman says expansion beyond the next 50 is in the works, but the company is not ready to elaborate.
The 50 mall booths will be in 12 new markets.
"Customers have responded overwhelmingly to the kiosks and the chance to experience products before purchase while still enjoying the benefits of buying direct," said Michael George, vice president of marketing for Dell`s U.S. Consumer Business. "We are focused on bringing kiosks to more consumers as we get ready for the busy holiday season."
The booths showcase Dell`s Inspiron notebook and Dimension desktop computers. Dell sales personnel staff the booths to answer questions about the technology, new entertainment applications, system set-up options and purchasing programs. They also will work with customers to configure systems that meet their specific needs.
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