Acer predicts rapid kiosk growth
- 30 June, 2004 17:13
Acer has claimed it will have 10 times as many retail kiosks as Dell within 12 months.
Mass merchants currently looking to run trials included David Jones, Retravision, Dick Smith and Harvey Norman, according to Acer’s national channel sales manager, Greg Mikaelian.
As previously reported by ARN, the kiosks will allow consumers to interact with Acer products. They will also give retailers a new way to quote, customise, order and manage the online order process via its Acer Partner eCommerce (APeC) system.
Acer director of e-business, Desmond Paroz, said the APeC system had been highly successful and was the key to any gains Acer would see in the mass merchant space.
“Since APeC’s launch in 2001, $140 million in sales and 65 per cent of channel orders month by month have been processed through the system,” he said.
Acer sales and marketing director, Raymond Vardanega, said Acer had identified two key groups within the Home and SOHO markets which it was targeting in order to gain additional sales — the hassle-free and the hardware-centric groups.
Hassle-free consumers — which he estimated at 28 per cent of the market — were catered for via Acer’s Delivery Now service. Hardware-centric buyers — a further 29 per cent of the market — were targeted through its build-your-own model.
A spokesperson for Dell said the company currently had two operational kiosks in Sydney and was investigating a number of locations that met its demographic and market sales segments. Regardless of whether the end result was two, 20 or 200 kiosks, the rollout would be dependent on customer demand, the spokesperson said.
“Dell also remains focused on addressing the needs of our customers, rather than responding to competitor strategies,” she said.