Dell bumps up direct stores
- 05 August, 2004 07:30
Dell has added three more shopfronts to its direct store pilot program in Sydney.
The PC giant has opened kiosks in Sydney's CBD, Burwood and Parramatta since its first Australian retail presence launched in the northern suburb of Chatswood in May.
The kiosks showcase Dimension desktops and Inspiron notebooks, with sales staff present to help customers order online.
All Sydney kiosks are being trialled in Westfield shopping centres, which are located in main thoroughfares or corridors.
The vendor claims its direct store strategy targets consumers that want to try the product before purchase.
The pilot is currently limited to the Sydney metro area.
The number of sales/leads generated by the program would determine its growth, Dell spokesperson, Nicole Gemmell, said.
"We're also taking into account how many people we're attracting, demographics, that sort of thing," she said.
More stores in Sydney were "highly likely".
There were no plans to open kiosks in other states as yet, but the program had no end date, Gemmell said.
"As long as it makes sense we'll continue doing this," she said.