Dell expands retail presence in deal with Dick Smith

Peter Dinham
Sunday, 03 May 2009 10:09

IT Industry - Strategy

Dell has boosted its retail presence as a precursor to trying to expand its marketshare in the Australian market with a newly formed partnership agreement with the Dick Smith chain of stores across Australia and New Zealand.

Under the agreement, to take effect from next Wednesday, 6 May, more than 400 Dick Smith stores in 70 of the group’s largest retail outlets in Australia and New Zealand will be able to choose from a range of Dell products including different configurations of Dell’s Inspiron 15 and Studio 15 laptops and one configuration of its Studio One 19 all-in-one desktop computer.

Evan Williams, general manager, consumer sales and marketing at Dell Australia, says that over the past 12 months, the company has made many enhancements to its local consumer business, including investing in its online capability so customers can “personalise their laptops with their favourite colours and designs.”

Williams says Dell has also built strong partnerships in retail and launching an “award-winning” range of products in Australia.
 
According to Williams, over the next several months in Australia, Dell will add more personalisation options, launch more products and expand its retail presence through the new partnership with Dick Smith.

Dell started its Australian retail program in May 2008 when it agreed to sell a range of products in Officeworks’ stores across Australia, and in n December last year, there was a further boost to its retail presence when The Good Guys agreed to sell its products.  
   
Glenn O’Neill, head of buying and merchandising at Dick Smith, says the company is committed to providing its customers with the latest technology and leading brands in all categories.

Evan Williams says Dell will continue to operate its kiosks located in shopping malls in New South Wales, Queensland, South Australia, Victoria, and Western Australia.