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Dell Closes Sales Kiosks

Kiosks didn't fit into new retail strategy

January 30, 2008 

The company, which built its business on direct sales to consumers, has announced it is closing all 140 of its sales kiosks in the U.S., effective immediately.

The kiosks are mostly located in shopping malls and other high-traffic retail venues. The kiosks were established in 2002 to allow customers to see, touch and feel the computers and printers before purchasing them. Since opening the kiosks, Dell has signed marketing agreements with Wal-Mart and other retailers to carry their products.

"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," the company said in a statement. "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 said it is committed to its direct business, where a majority of customers shop on the phone and via the Internet.

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