Computer maker Dell is further refining its move into traditional retail, announcing yesterday that it will be closing some 140 kiosks it operated to showcase its computers and technology. Dell launched the kiosk program in 2002, and the 140 locations were mostly in shopping malls around the United States. Dell says it will shutter the kiosks to focus on its new retail strategy, which has the company pushing computers through traditional retailers like Best Buy and even Wal-Mart, rather than only offering direct sales to consumers.
“Moving into retail is a prime example of Dell listening to its customers,” said Dell VP pf global consumer business Tony Weiss, in a statement. “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.”
The kiosks were originally intended as a way for consumers to set hands on a Dell system before placing an order; Dell now feels that traditional retail outlets meet that need.
