A couple of years ago Dell started opening kiosks in the US where users could see Dell products before they bought them but today the firm announced it will close all of its 140 kiosks. Instead Dell will focus on moving into retail:
The Dell Direct Store model, which began in 2002, enabled customers to touch and feel Dell products before purchasing systems direct from the company. In the past six months the company has adopted a retail strategy that enables Dell to connect with customers it has not necessarily reached in the past. Dell is applying the advantages of its direct business model into retail where customers can purchase laptop and desktop computers in more than 10,000 retail outlets worldwide.
“Moving into retail is a prime example of Dell listening to its customers,” said Tony Weiss, vice president for Dell’s Global Consumer business. “Ever since we began our journey into retail, we wanted to give customers the opportunity to call, click, or visit Dell and have access to our award-winning products. This move fits in with how our broad global retail strategy is evolving.”
In addition to its global retail business, Dell is committed to its direct business, where a majority of customers choose to shop on the phone and via the Internet to buy laptops, desktops and associated products. The kiosks outside the U.S. are not affected with the changes the company is making today.
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