Dell's once ground-breaking direct sales model, which spurns dealers and distributors in favour of internet orders, has been found wanting in the west. Now, the US PC giant has decided that Chinese customers also prefer a face-to-face relationship and so it has struck a deal with Gome, the country's largest retailer.
Starting next month, Dell will begin rolling out its systems in about 50 major metropolitan Gome stores and expand its presence into the early part of next year. Additionally, Dell employees will be available in Gome stores to help customers with purchases and their overall experience.
Dell has belatedly recognised that many Chinese consumers are not at ease ordering products via the internet and this shows in Dell's relatively low showing in China — last year it had around a 9% share according to IDC.
Michael Tatelman, vice president of marketing and sales for Dell's global consumer business, said:
Chinese consumers are increasingly sophisticated in how they buy and use technology, so it is only natural that a global brand like Dell partner with Gome to provide a preferred shopping experience. For Dell, this is a great opportunity to extend connections with Chinese customers we may not have reached in the past. We look forward to a long and mutually rewarding relationship with Gome.”
The partnership with Gome is Dell's latest retail distribution agreement aimed at reaching more customers worldwide. The company recently announced relationships with Bic Camera in Japan, Carphone Warehouse in the UK and Wal-Mart in the U.S. last week, it opened its first retail store in Russia.
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