Dell will begin to sell its desktop PCs and notebooks in Dick Smith's retail stores, it was announced today. Beginning 6 May, Dell will sell its Inspiron 15 and Studio 15 laptops as well as its Studio One 19 all-in-one desktop PC in Dick Smith's top 70 stores, expanding the computer manufacturer's retail reach in Australia.
While Dell has traditionally been reliant on its online presence to sell computers and other electronics to consumers and enterprises, it has spent the last year reaching beyond its online-only strategy into physical retail outlets. It currently sells desktop PCs and notebooks in Good Guys stores, as well as Officeworks and its technology subsidiary Harris Technology. It also operates kiosks in shopping centres around Australia.
Dell's general manager of consumer sales and marketing, Evan Williams, spoke toARN , revealing that the computer manufacturer had been committed to both its online and retail presence over the past 12 months. “Looking at the retailers, each one has a different mix of customers and as we go through the partners, we will continue to address a different part of the market as much as possible," he said.
Williams also said that Dell would continue to expand its presence in Dick Smith's 400 retail stores. "Over the next several months in Australia, we will add more personalisation options, launch more products and expand our retail presence through our new partnership with Dick Smith," he said today.