Dell targets first-time buyers

Dell has opened its first multimedia kiosk in Australia, paving the way for a series of similar stores to spring up across the country if the move proves successful.

Australia follows in the footsteps of similar initiatives launched in Japan, the US and Singapore. Today, there are 70 stores in the US and 20 in the Asia-Pacific region.

The first direct store in Australia, at Sydney’s Chatswood Westfield Plaza, would be used to showcase its Inspiron notebooks and Dimension desktop computers as well as offering a range of peripherals and accessories including flat-screen monitors, printers and software. Service and warranty options would also be available.

Three other Sydney locations are under consideration, according to corporate communications manager for Dell Australia, Nicole Gemmell. “We’re running a phased approach, piloting the program within the Sydney metropolitan area,” she said.

While no inventory is to be held on-site, Gemmell said three or four sales staff would answer queries and help users order customised, built-to-order systems direct from the kiosk or online through the traditional direct sales channel. After-sales support would still operate via the centralised Dell support helpdesk.

The strategy would target a new market, the first-time PC buyer wanting face-to-face contact and a hands-on experience, Gemmell said. “The real objective is testing a format where customers can see, touch and feel,” she said. “There’s a small segment of the market that want to do that, and it’s a new market for Dell.”

The idea was to offer customers a new way to enhance the buying experience, managing director for Dell A/NZ, David Miller, said.

“This program extends that approach to consumers who have told us that they would also value opportunities to see, touch and actually play with our products as they purchase,” Miller said.

While Australian consumers wanted the touch and feel experience, Gartner PC analyst, Andy Woo, said they also wanted the trusted IT-advisory relationship of a reseller.

“If consumers are inexperienced, they tend to seek out resellers for added service, maintenance and support [along with quick turnaround times],” Woo said.

The importance of the move would depend on whether the strategy rolled out across the country, Woo said.

“At that point, will Dell be able to compete in this space with the traditional reseller along with the major retailers like Harvey Norman?” he asked. Looking overseas for a possible benchmark, Woo said the concept in Singapore didn’t take off because of lack of consumer awareness.

“It started out very well and then fizzled,” he said.

Here in Australia, Woo said the big challenge would be converting mind share to market share.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.
Jennifer O'Brien
Show Comments

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

David Coyle

Brother PocketJet PJ-773 A4 Portable Thermal Printer

I rate the printer as a 5 out of 5 stars as it has been able to fit seamlessly into my busy and mobile lifestyle.

Kurt Hegetschweiler

Brother PocketJet PJ-773 A4 Portable Thermal Printer

It’s perfect for mobile workers. Just take it out — it’s small enough to sit anywhere — turn it on, load a sheet of paper, and start printing.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?