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4992

New Dell Retail Store! Death to Mall Kiosks!

4992 points posted to Advertising and Marketing, Sales Strategies by evilspell 02/16/07

Dell should open a retail store very similar to the Apple store. I know that they have small kiosks inside malls that they try to sell Plasma TV's and a couple laptops next to a guy selling knock off sunglasses and verizon cell phone sales sharks! Very unprofessional. Open a classy Dell Store and offer Tech support right in the store just like the Genius Bar in the Apple Store.

davidkwan
02/17/07
And I would be happy to lease Dell the perfect location in Ann Arbor, Michigan. High tech corridor and home of the Wolverines!
pebear
02/17/07
No way stay out of the Mall. Too costly and will only up the cost of the Dell products. Instead boost a reseller program and if resellers are in the Mall, Sears, Target, WallMart or even Joe PC Sales and Service there will be Dells there too. And you don't have to pay any rent. The Idea is to make Dell profitable so they can offer the best equipment at the best price points. You don't see HP stores, Lenovo/IBM stores...

Apple gets away with it because they sell thier crap at a premium. Apple is a butique brand so they can get away with selling them in thier butiques.
arevian
02/17/07
pebear's comment makes an important point regarding the financial aspect of opening dell stores. I guess it all depends on how expensive mall stores would actually be. I think it is important that dell have some sort of local presence. I want to get the dell 30" lcd monitor and i've been going to the apple store to see their 30" cinema display so i can get a feel for how big it will be. It would be great to see a dell version before purchasing.
007
02/17/07
I agree with all of your comments, I bought a laptop in October at a kiosk, had people interrupt the guy setting up my build. Also people asking me what I was getting...which I did not mind toooo much.
chanquest
02/17/07
dude,
dell going retail is like gateway going retail...and we all know how that story ended. A classy dell store is not going to get people into the showroom and buy. It works for apple because they have consumer products and they have niche media products, software & hardware. What are you going to get with a dell... MS vista. A better route would be to go retail with the big box stores like circuit city and best buy.
evilspell
02/17/07
I totally disagree with you chanquest and peabear. I would never buy a computer from a big box store. The computer sales people there know nothing about the product they're selling and misrepresent the product on a regular basis. Having a true Dell store gives Dell the opportunity to concentrate on training their sales people about dells products and not how to sell the most Service Plans. The only thing holding me back from buy a Dell product sometimes is not being able to see the product I'm buying in person.
evilspell
02/17/07
I totally disagree with you chanquest and peabear. I would never buy a computer from a big box store. The computer sales people there know nothing about the product they're selling and misrepresent the product on a regular basis. Having a true Dell store gives Dell the opportunity to concentrate on training their sales people about dells products and not how to sell the most Service Plans. The only thing holding me back from buy a Dell product sometimes is not being able to see the product I'm buying in person.
chanquest
02/17/07
evilspell, dude, I don't know why you are so behind in the world of PCs that you need sales reps to explain how things work. Allow me to give you the inside scoop...(1) you don't rely on sales reps and (2) you're looking at essentially the same things for every PC thats out there-optical drives, hard disk space, gig ram, processor speed and vista. So the model comes down to price and that's why HP has the lead. and by the way, HP is being sold at all the big box retailers.
evilspell
02/17/07
chanquest you couldn't be more wrong. People that actually know something about buying a computer are in the minority. Many people besides you actually like to see in person what it is they're buying. There are many factors that go into buying a PC other then hard drive and memory specs because you're right they're all the same. I'm not talking about being able to see system specs in the store. But what about build quality and size, brightness and clarity of the monitor you're buying. There are things you just can't see from dell.com. Also same day turn around for tech support with an actually live person not some one from India you can't understand. Why would you be so opposed to a Dell Retail store?
chanquest
02/17/07
evilspell, dude, you're posts do not make any sense. You actually have it the other way around... people who don't know something about buying a computer are in the minority. My previous post has the answer to your last question to me. But I will re-post again here ...the retail store was tried by Gateway and it failed. Gateway fell out of favor. That's why I suggested Dell go to big box retailers which you shot down because of their sales people. Now you're saying that you want to look at "build quality and size, brightness and clarity of the monitor you're buying". Well you don't need a sales rep to show you that so I don't know what your argument is dude. If you want to see and touch a Dell, going to Best Buy will have the same effect. You don't need to build a store just for that.
evilspell
02/17/07
ARE YOU KIDDING ME?? MOST PEOPLE who buy a computer have no idea what they're doing! Look, what happened to Gateway would never happen to Dell. The reason why Gateway failed was because they stocked their computers. The reason why Dell put them out of business was because Dell does not stock anything and builds their computers when they are ordered there for having far less overhead and being able to offer computers at a much discounted price! Okay so that being said here is what Dell could do. Dell can still have a retail presence w/o stocking much inventory by offering home delivery only to all in store purchases of Desktops and Laptops and still have the feel of going to an actual retail store, seeing something before you buy it and getting all the tech support you would need. Go into The Apple Store and you will know what i'm talking about you can't deny that there is something compelling about going into a store and buying something. Obviously someone out there agree's with me.
chanquest
02/17/07
evilspell dude, before you pat yourself on the back again and say "someone out there agree's with me", you need to do some research and get your facts straight. Let me do that for you and post it here- What happened to Gateway is precisely what's happening to Dell right now as we speak. Why do you think Michael Dell is back, why do you think they fired Rollins? Why do think they're doing re-org with their top management? It's because they are getting crushed like Gateway. You need to learn why the Apple Store is profitable dude. They use the term the "halo effect". Let me explain to you the halo effect. Before the Apple Store was created, Apple created iTunes. Then they created the iPod. They sold the iPod out of Comp USA and Best Buy in the early stages. That's why they control a major downloadable music market share. Then they created the Apple Store. People like the iPods then they go to the apple store to buy the Macs. They like the Macs then they buy the iPhones, iTVs, ...that's what's called the halo effect. The reason their retail stores are profitable is because they make a huge profit margin off the iPods. When you open a retail store, there are two concepts you need to track. (1) is profit per square foot and the other is (2) same store sales year over year. Apple is doing well on those two points. Dell will not. Why? because (1) the profit margins on Dell PCs is slim and (2) You do not need to buy a new PC every year so same store sales is down the drain. Let's take Starbucks as another example. (1) Profit margin is $4.00 a latte, you do the math and (2) same store sales - people drink coffee every day. Starbucks will work. Dell will not. Your argument is flawed dude. Based on your post, people go to the Dell Store to order and wait to get their PCs delivered? What kind of store is that? Like I said, get your facts straight dude.
evilspell
02/17/07
hey chanquest The Ipod came out in October 2001 and the first 2 apple stores opened in May 2001 before the Ipod was launched. You have no idea what you're talking about. In any case Dell could create the "Halo" affect with some new technology delivered via their new stores as well because obviously the website isn't so hot! My idea's are just idea's! How the store should work is up to Dell. Why don't you post some ideas on how they should improve their web business then since you're so sure thats the direction they should stay.
chanquest
02/18/07
evilspell, dude, do you even know what Dell has tried in the past and failed. dude, they put out the Dell DJ and it never caught on. They had the Dell music store and it bombed. Dell yanked the DJ. Its people like you that give brainstorm sessions like these a bad name. The halo effect for Dell will be totally different than Apple if there's going to even be a halo effect, I don't understand why you keep comparing Apple to Dell. Dell lost market share in PCs to HP and Lenovo. If you can remember my initial post, I suggested Dell place themselves side by side with HP and Gateway inside a Best Buy or a Circuit City. This allows people to compare computers. You said their sales people don't know what their talking about. Then you couldn't back up your posts. I still stand by my initial post dude, Dell should go into big box retail stores and compete on a level field so don't put words in my mouth. I never said they should improve their web business. I don't know why you're not standing by your retail store idea. I hate to say this but the retail store is not a new innovative idea that you came up with. They probably crunched the numbers like I did in my last post and realized it wasn't going to work. That's why they went with the mall kiosks. My suggestion on how Dell can compete is going to come down to price and model. Its no different than buying a pair of sneakers, a new car or a new computer. You have to give consumers what they want at a competitive price, not build a classy Dell store so they can order a PC and go home and wait for it and then go back to the store for tech support.
thiruplus
02/19/07
This works in India best. As Indians never buy any product without a touch feeling and without speaking to the sales rep. They reluctant to place the order through Web or through phone and without seeing the rep.

Dell well improve its 2% sales to the 20% sales if they promote kiosks and go for the ads.
dave
02/19/07
There is a rule of thumb to follow.. if the brand has established it's reputation and many consumers have prior purchase of Dell, then it would may easiere to adopt online purchase. For many developing countries, buying a computer is an expensive affair.. it could mean a few months wages... so evaluation of the physical product is important..
reg
02/19/07
I Like Puppies.

chanquest
02/19/07
reg dude, evilspell was the brainiac that came up with this idea. If you look at his posts, he really has no idea what he's talking about.
doomlord52
02/19/07
Im just going to say that they already have. it was in one of the DELL magazines that you get for free... or something... (did i subrscibe?)
iamshinek
02/19/07
see http://onlinekeyboard.info/
iamshinek
02/19/07
see http://onlinekeyboard.info/
doomlord52
02/19/07
ok.... whats that about? onlinekeyboard.... yea.....
technicaljoe
02/21/07
How about a Dell retail store staffed by professional and knowledgeable consultants who can help you to design or upgrade your Dell computer? The store could also serve as a pick-up and drop-off point for purchase and service. That will save us the headache of dealing with the courier...
petzymathuram
02/21/07
Hi,

Yeah a good idea. I have heard many customers asking for a Dell store in and around their location.
wmpierro
02/21/07
Opening a brick and mortor Dell store is a very bad idea. Gateway proved it. I already see the prices for new Dell PCs starting to climb and the warranties that used to come free are now pricey. It only takes 3 days on the average to get a new Dell system delivered to your door. Is this too long to wait? If prices continue to climb, Dell will lose it's price advantage over its competiters. HP is starting to look good.
petzymathuram
02/22/07
Hi,

"HP is starting to look good". Remember HP has a lot of brick and mortar stores around. Now that Dell is on the process of extending it's operations, I think there is no chance of Dell loosing it's price advantage over it's competitors. A Dell store which holds readily built computers and to be built computers is a good idea indeed.
james_f_hall
02/22/07
I agree to an extent with this posting. But, Dell should not "mimic" Apple stores. Dell stores need to be more in touch with the local community. Managers of these stores should be given latitude to customizing the thematics and attitude of the store to match the community the store is in. Thus, giving a hometown feel. The stores should still be clean, show off the products, and offer benefits like in store techsupport and repair, but it shouldn't be so controlled that the human element and personalization is lost.

Dell should not try to be Apple in its retail effort. Should customers be reminded of Apple when they walk into a Dell store? I think not.
petzymathuram
02/23/07
Hi James,

Cool indeed.
lookingchris
02/24/07
evilspell and chanquest, you both make a few good points and are valuable contributors. Now go sit in a corner for your misbehavior.
greygabe
02/25/07
Another reason the Mac stores work and the Dell stories wouldn't is that Mac has a need to advertise the OS not the computer. If people had nowhere to test the Mac OS they wouldn't sell, but People already know Windows so getting a feel for the computer isn't nearly as important. People who shop Dell get all they need from the phone or the internet. As if that weren't enough the Kisosks are avalible, as a LAST RESORT.
I do think they are very unprofessional and unknowledgable tho, but that's a different issue.
moiety
02/27/07
You mean like the store that opened in Dallas a few months ago, and the one planned for New York City soon?
ppaskova
02/27/07
Merged Idea originally posted 02/22/07
Dell retail stores where consumer can order and pickup PC in the same day

Open retail Dell stores where customer can order “Custom Configuration” in the store and pick the assembled computer (That will be assembled by technician in the store) in the same day or pick up same computer in parts and assemble it at home. The price should be cheaper then online as well as warranty on labors should not be provided as customer should be notified that he /she will be responsible for his / her own testing of the PC.
john_saddington
02/27/07
Merged Comment originally posted 02/22/07
Although this is a cool idea, it is almost impossible. Can you imagine how many parts "on hand" you would need?
thebittersea
02/27/07
Merged Comment originally posted 02/27/07
setup an island in every major university bookstores...

speaking from experience... the only time parents are willing to open up their wallets without "thinking" is when they are visiting bookstores with their kids.

:D
bajtalan.hunor
02/27/07
Merged Comment originally posted 02/27/07
Question why Apple is so successful? The answer in one hand is good mac's but on the other hand good MARKETING (Catchy advertisements "Hello I'm a PC, Hello I'm a Mac") and APPLE STORES (171).

It is not the same thing when you go to a store, you see the pc, you can try it, you can feel it, there is a salesman or woman who can answer all your question, and of course can persuade the customer to buy their product.

Think about it, you just go to the mall doing some shopping but suddenly you see a big Dell logo and being interested in computers and it or just because you are curious, you go inside where there is a wonderful store where you can try a computer and you buy it finally.

REMEMBER BEING IN A DELL STORE IT IS NOT LIKE BUYING SOMETHING ONLINE BECAUSE YOU CAN FEEL YOUR PC, IT IS NOT JUST A PICTURE AND A BUNCH OF SPECIFICATIONS, AND YOU CAN ASK YOUR QUESTIONS WHICH WILL BE ANSWERED.

486dx2
02/27/07
Merged Comment originally posted 02/27/07
there are 153 Dell Direct Store and growing thoughout the us already... there is also an inline store in Dallas... check it out on Dell.com and locate one.. the are pretty cool........
raymc
02/27/07
Merged Idea originally posted 02/22/07
Retail Outlets- let me see & feel product before purchase

Isn't it about time that Dell bring the products to the people?

Speaking from the UK, I for one would love to be able to touch, feel and compare all the Dell products on offer before purchase.

Take the XPS range for an example. It has a high ticket price, and for most people it takes a certain leap of faith to part with the cash to purchase a high value product sight unseen.

Personally speaking, my own decision to purchase an XPS model only came after a friend of mine, who is a serial early adopter, bought one thus enabling me to touch, feel and gain confidence in the product.

I know several other people who have the same view, so come on Dell how about it?
muttertron
02/27/07
Merged Idea originally posted 02/22/07
Dell's (future) Retail Presence

Recently I came across an article, I don't remember where exactly, but it stated Dell was considering a retail move. This is good. This is VERY good. But should Dell go it alone and open specialty "Dell Only" stores? Umm no. Cost/Reward is not great enough. Bestbuy maybe? Nah, for one, its full of computers from other manufacturers all ready, they all look the same, are priced the same, and most of them even have the same parts from the same suppliers... I'm going to go slap myself for saying this, Wal-Mart. Wal-Mart currently has a very limited selection of PC's in its electronics centers. But there is one, or two(maybe more) in almost every town in the US, not to mention its growing over seas operations. If Dell, could ink a deal with Wal-Mart, it could achieve a greater retail status than any other company to come before it.

Wal-mart Dell Center: Displays, PC's and Dell "approved" components.
gcstl
02/27/07
Merged Comment originally posted 02/22/07
Walmart would destroy the Dell brand with bad customer service. Dell selling Dell is always going to be better than someone else selling Dell.
At least the person you will speak with has knowledge, and experience with Dell. Direct Retail might be a mistake, but Wal-Mart would be a much bigger one. I would never buy a Dell from Wal-Mart.
dav_net
02/27/07
Merged Idea originally posted 02/23/07
Direct selling through stores

This may have been thought of already.
Could dell have a stall or just computers in stores, whereby customers can try it out etc, and then if they like it, buy it by ordering it online from the store on the dell pc/laptop they are using. This way the customer has a feel for the computer and can physically assess it. The shop would then earn an affiliate fee for that sale. It would still be direct selling but dell would also be in the stores.
dvd
02/27/07
GCSTL is right WalMart is the wrong choice, but Target would be a good spot, plus, they're not selling computers (yet)...
dingus9
02/28/07
Dell would greatly benefit by having a few prime placed retail DELL stores, not for distribution, but for display. Apple thrives by allowing customers to taste the fruit before they buy it, even if it's not in the store. I saw some sad comments about apples being over priced, 1099 for an IC2D isn't bad. May not be the cheapest, but who said beauty doesn't come at a price? My first laptop was a 700M sold it to my parents, to get my macbook, because it was a better deal. If dell would support Linux better, or gone with an openBIOS I would have stayed with them!
petzymathuram
02/28/07
Hi,

With the Retail Store industry hitting the headlines in Globalization, Dell Retail stores will help Dell play a greater role in Globalization. Approaching a retail store is a great welcome among customers. Dell=Customer=Approach=Much Faster=Retail Store. Approach is faster indeed with a Retail Store.
vnair
02/28/07
Yes, I agree with this user. You need to open more stores and make it big so people can view your product and experience it.
oklahomamike
02/28/07
I think opening an apply type store over a kiosk is a great idea. The kiosks have done well in certain markets. Why not take the top 20 performing kiosks and basically make them bigger and less chintzy feeling? You already know that the specific store and business model is working in those locations.
But the big change that would have to be made is to put a few SMB people in the store. Basically create a mini AE type of position, or simply have the AEs have offices based out of the store where they are in charge of a few smb sales reps.
Sell ink and a few other items in store and allow people who don't purchase on site service to drop their PCs off at the store if they need service.
james_f_hall
02/28/07
If you like this idea, take a look at my Concept over

http://www.dellideastorm.com/article/show/63304< vote / expand on it.

Thanks!
pkarlos_76
02/28/07
A SINGLE SERVICE STORE for EVERY CIty

I would prefer to see a single service store located in each major city in Canada and the U.S. in which we can take our products to get repaired on site and also purchase new products. If each city had just one major store it could help Dell keep overhead costs low while providing customer service in a timely manner.
petzymathuram
03/01/07
Hello Karlos,

You are right. A retail cum service store will be a good option.
earwax
03/01/07

I fully agree with Chanquest and Pebear. Okay, aren't retail stores a big part of what pushed Gateway into bankruptcy??!?! Stupid idea. If your going to be that dumb at least have units available to sell the consumers at the store so they can get instant gratification and not pay for shipping. With this brilliant kiosk idea, now I've got to pay US state sales tax and shipping on my Dell product. Assuming I buy a $2000.00 system that tags on another $200 in Florida, where I live. Think I'm going to pay that kind of premium for a Dell when HP is building some pretty sweet systems and I can get them from a retailer like Amazon with no sales tax and free shipping? Boom, $200 off right there, before even beginning to compete. I love Dell, but guess what? My new laptop is an HP and it's really nice too.

As for comparing to Apple, forgive the pun, but it's apples or oranges. A large part of the appeal of Apple's products is their stylish design. They sell at a premium, they are proprietary, and they also hold a very small percentage of the market. And it's a different operating system, lest everyone forget. Someone who is buying an Apple is buying an Apple and that's it. Apple's only sales obstacle is in convincing the consumer that their system is worth the extra cash and jumping into the Apple world is the right thing to do. For that a store will do you well. I own an Apple laptop as well, and I am beholden to Apple for all of my needs. That's just how it is, and that's why I prefer PC's.

Dell on the other hand is competing in a much larger arena. And they are competing against a myriad of companies that make the exact same product they do. They don't have the proprietary luxury of Apple. They also don't have Apple's crappy little market share. Do they want to revert to that? Lose the stores, be competitive in your price and make top quality systems no one can beat or question.

And another biggie is improve the customer service - it's a disaster. Every time I have to call them it's like taking the boat ride in "It's a Small World After All' - never the same country twice. And let me be the first to say, some guy working at 2 am in India really couldn't give a damn about my memory upgrade or my dead hard drive and it shows. As for service, Dell offers on-site when you buy. You really need a store to take it to? Spare the tax to Uncle Sam and spring for the extended warranty.

Price is a major consideration in Dell's market place. And do nothing kiosks which tack unnecessary expense to the final cost of their product only works against them.
spacecitygirl
03/08/07
Dell all ready has this. There's a store in Dallas, at one of the area malls.
oneeyedelf1
03/12/07
I am an old fashioned guy and like to touch and feel my hardware I use. Apparently there do exist stores, but not enough (none near me). It would be nice to see a partnership with someone like BestBuy, CircuitCity, Wallmart, or fill in the blank.
david_a_taylor
03/14/07
The idea of the Dell Direct Store Sales Reps that are already in place at kiosks across the country being replaced with the drones at the "Big Box" retailers is ridiculous. The DDS Reps are trained, tested, and prepared to assist consumers with their computer, E&A, and TV purchases. The employees at the "Big Box" stores are there to punch a time card, get paid, and go home.
My experience has been that DDS Reps are individuals interested in assisting individuals. Going from Kiosks to In-Line stores for the top 20-30 Kiosks is the next logical step in the progression. Giving these top selling, top producing reps a retail space to help customers even more, making these stores "Destination Stores", where people want to drive to them to see the products (much like people do with the Apple Store), is a fantastic way for Dell to increase profitability, customer service, and retain the Direct from Dell/Purely You Model.
freds
03/16/07
Sorry for the negativity, but I think this would not be a good idea. Dell's entire mode of operations for computer sales is to make a customized computer for you. For a store to make any business they have to have the inventory in stock to give to the customer. If you expect a custom computer from a storefront, you are not going to have consistent quality, or the cost is going to go up due to the overhead, and also the potential for fraud if you have a "come back in 4 days when your computer arrives here" type of custom order system. I like being able to get a Dell system for less than the cost for me to buy the components and assemble a system that I pray all parts are working for it to boot up.
freds
03/16/07
P.S. What does this have to do with broadband?
reg
03/18/07


Dell's needs are the same as every overgrown, bloated, corporate enterprise:

1. Reduce Cost - Cut Waste, Improve efficiencies.

2. Improve Margin - However you do it, squeeze a few dollars more out of every sale.

3. Increase sales - pick on your weaker competition, Gateway.

4. PICK YOUR CUSTOMERS - stop trying to be everything to everyone, pick your good profitable customers.
Punish profit draining customers by charging them for phone support. No payment, no phone call.
Free Phone calls only for the first 90 days after purchase.

5. Only offer email support for free for the length of the Warranty on the Unit.

6. HEAVY PROMOTION of extended warranty sales.
It's money in the bank - unless something breaks, then it gets fixed.

genghis
04/10/07
I would like to suggest advertise beside high way.
richa121
04/11/07
Great idea. This is USA. We like to drop off our products and look a tech eye to eye.
alexiussg
04/20/07
sounds great for Singapore, especially when we have Apple store, Sony Gallery etc
tjkynot
04/20/07
Focus, Focus, Focus. Stick to building hardware and direct sales. But the benefit of operating a significant show room in very major market would be worth it if you combine education and training. Dell already has a store front, Dell.com. What Dell lacks is the ability to touch and preview their products.

There should also be strong commitment to IT professionals who employee Dell hardware every day!

I envision a killer interactive show room staffed with Dell professionals that know exactly what the products are all about. If customers want to buy a Dell that Dell professional can walk over to any connected PC with the customer and help that customer "buy a Dell".

There will be at least one lab that is used for training and education. Labs should be used from newbie training to geeky braindumps which share the most up-to-date Dell knowledge.

Dell would learn about us, we would learn about Dell, still focused on building hardware and direct sales with a genuine care about how people use Dell's products everyday.
skylarkguy
04/20/07
Good idea...I love browsing.
rebomar
04/23/07
Yes this is a good idea to have an actual store but also have computer so costumer can take home the computer immediately like from bestbuy this will help them compete with hp.
matt_britt
04/27/07
DO IT!
philk02
04/29/07
These stores are the kiss of death of computer companies. Look what happeed toi gateway. I think you get better care on the phone and website, and the sales people have to work harder to get a sale because you can't see the system.
lordsphynx
05/01/07
Merged Idea originally posted 03/02/07
Sell Dell Laptops in Stores, just like the other ones

A lot of people still want to see the product before buying it. Dell in that matter, offers only online shopping for getting a Dell Laptop/desktop. I think Dell could make more money just by placing their products in the stores, just like big concurrent HP does. And it will be a winner !
lindahewitt
05/01/07
Merged Comment originally posted 03/02/07
I disagree.

This is not productive or feasible financially in terms of consumers purchasing computers. If the store were to be used to purchase printers, scanners, etc., then having a store would just add another layer of overhead. CompUSA is shutting 125 (over 50%) stores. Other computer retail chains are also having problems. Customers expect to be able to configure their new computer exactly how they want it. When I have shopped at MicroCener or CompUSA for a new computer, one of my complaints has been that they only carry the bottom of the product line. As a result, I have not made any of my computer purchases (ever) at a computer store.

The Apple stores work for some consumers because Apple very tightly controls the hardware configuration of its computers. But when Dwight Silverman bought his first Mac Computer, he ordered it online in order to get the high end configuration that he wanted.
lmorris40
05/01/07
Dell should move out of the mall and into a Big Box Mart (eq Target, Walmart, Kmart) and have a separate section that is near the front of the store or possibly in the rear of the store (to make customers walk through the store and buy stuff they don't need). This would something similar to the McDonald's or Starbucks in the Walmart/Target superstores. In my opinion It would be better in a Target because it is usually considered more of a middle class store then Walmart.
cliffordp
05/02/07
Dell retail stores CANNOT be the same as assembling plants. The only way to do a Dell retail store is to offer the MOST POPULAR configurations for immediate take-away (maybe at a discount to buying online for the same configuration). The store should also be a place where a custom order could be placed (maybe free to-store shipping as an incentive). I will always scrutinize every aspect of my Dell's configuration so I won't buy the retail version unless it's extra cheap for me to buy it. It would also be a great way to have competitive repair facilities as "dell certified repair centers" or some other exclusive branding.
lindahewitt
05/03/07
James_F_Hall had a thread here http://www.dellideastorm.com/article/show/63304 but now that thread is gone. One of my posts on this thread was merged into this thread but my other posts were not.

SUGGESTION: If Idea Storm is going to merge threads, then merge all of the comments in chronological date order. Don't cherry pick.

In those posts, I laid out ideas as to how a Dell retail store might work, which included wireless access, a refreshments bar, and a room for user group meetings and training sessions. Apple is pursuing a similar strategy with their new program, where they are splitting their tech support functions in their retail stores. See these

http://news.com.com/8301-10784_3-9715400-7.html?part=rss&subj=news&tag=2547-1...<
aggiejoe
05/03/07
There is a "store" of some sort in NorthPark Center in Dallas, Texas, an upscale mall. No the store does not carry inventory, but the staff is knowledgable, polite, and speaks VERY GOOD English. And the biggest kicker is: THEY HAVE A SERVICE SITE, staffed with technicians. They do carry power adaptors, and ink cartridges as well. But the consultants there help you build a system, asking needs based questions. It took me three hours to build a system at home, `10 minutes in the store and I saved 500 bucks. Michael Dell needs to continue with this hybrid store, order site. The reason Gateway failed is because they opened too many at one time and didn't put it near a mall.
lindahewitt
05/03/07
AggieJoe,

Thanks for the heads up about the Dell store at North Park. I will check it out.
jack.ripoff
05/07/07
The OEMs are the only ones with enough power to pressure the chip vendors to release their documentation!

Vendors: we don't want your source code and we don't want NDAs. All we want is the complete documentation of your hardware so we can build our own stable and maintainable opensource drivers!

If Dell wants to let its customers satisfied with its new Linux PCs offering, it MUST make vendors provide full and free (both in the sense of freedom - i.e. not under NDA - and in the sense of price) documentation. The rest (hardware support and opensource drivers) will come along.

Cast your vote for free hardware documentation! Dell's Linux PCs offering will be completely useless without proper hardware support...

http://www.ideastorm.com/article/show/64498
reg
05/07/07
Well, if Dell bought Radio Shack - there you go - a Nationwide Retail Chain - all at the stroke of a pen.

More retail stores than Apple !
skylarkguy
05/11/07
People seem to like the Apple stores...I'm sure they would like Dell stores.
petzymathuram
05/12/07
Hi,
I am sure Dell will adopt a unique style for Dell Stores. Yeah skylarkguy they would like to see live Dell stores, than mere calling and receiving them thro UPS..........
fury
05/24/07
Merged Idea originally posted 02/20/07
More retail stores

I don't remember much about the Dell stores & whether they're still open or not, but this can be a great way to maintain a presence in the industry if it's done right.

There should be more Dell retail stores, and they should actually stock the products they're showcasing. You're more likely to win a customer if the customer can physically handle the computer they're considering buying, and then take one home right then and there.

I wouldn't suggest going with established retail chains like Best Buy or Circuit City, as they tend to put one or two models on display that aren't representative of anything, and are usually damaged from abuse.
badblood
05/24/07
Merged Idea originally posted 04/11/07
Dell should open More stores!

Dell should open more special stores, where people can come and try out your wares and gawk at new technology. This will help people try out the new Linux systems too - try before you buy. Otherwise it might be hard to convince newbies to make the switch.

The stores should have (from reg)

Mechanical Bull
Beer
Pretty Women (and men too I suppose)
Pool Tables
More Beer
Darts
Cowboys (and Cowgirls)
Oh, and some computers too... (Dell computers, not like that other guy who wanted Dell to sell Apple computers)

Oh and a coffee shop too, because the Apple Store doesn't.
badblood
05/24/07
Merged Comment originally posted 04/11/07
By the way the shop is underground.
reg
05/24/07
Merged Comment originally posted 04/11/07
Coffee ?

DELL's Texas Style All the way:

Mechanical Bull
Beer
Pretty Ladies
Pool Tables
More Beer
Darts
Cowboys
Oh, and computers too...

I should WANT to go to the Dell store Friday night!


(No drinking while performing tech support - Bzzzt - beer in the CD drive again!?!)
reg
05/24/07
Merged Comment originally posted 04/11/07
I voted for My Concept !

Dell shouldn't be such a wimpy store like Apple's.
All a bunch of real 'Geniuses' mulling around in black shirts, hawking white plastic boxes.


"Roper's Night Life" is a much more fun place than an Apple Store.

Dell's Store should be a 'Hot Spot' In town,
with free WiFi, A Cash Bar , and many tables and on site tech support, etc.
If you're going to pay for all that square footage, at least make it fun!

And 1 Free Beer for everyone who buys a Linux Distro CD.
badblood
05/24/07
Merged Comment originally posted 04/11/07
Like a Linux Day...wow.
reg
05/24/07
Merged Comment originally posted 04/11/07
Now honestly,
you and your pals are going out Friday -
Apple's store, or Dell's Store with $1 drafts until 8PM.
jorge
05/24/07
Merged Comment originally posted 04/12/07
How about selling computers via the web and keeping costly stores out of the picture so they make more cash? There are already bars and sports bars in existence just take your computer there and hey its a Dell Bar/Sports-Bar/What ever you want it to be. The Apple Stores are needed because nobody knows what a mac is, who needs to know what a Dell is, everyone already knows.
badblood
05/24/07
Merged Comment originally posted 04/12/07
Try before you buy, caveat empor and all that. I like to test the ergonomics of a laptop before wipping out the credit card. And for Mac fans it's essential to compare the components with their Gucci loafers and seeing how their friends react to the lines before making any purchase.
ladybug
05/24/07
Merged Comment originally posted 04/12/07
Cowboys?.....I am soo there....and may even look at the computers while I am there.,..lol
cashcar1979
05/24/07
Merged Idea originally posted 05/14/07
Create "Dell Stores" in major market areas

Dell needs to create consumer stores in major market areas that are similar to Apple. I would envision a store that is trendy looking, offers a wide array of Dell products to view (and a small amount that you could purchase onsite), and that offers trained techs onsite who could fix computer issues.
bennish
05/24/07
Merged Comment originally posted 05/14/07
not quite similar to apple, you don't want steve crying 'copycat!' you know, noone is allowed to wear shoes now... 'cause steve does, and anything you do that's remotely similar to apple is 'COPYING!' unless... y'know, apple does it. then it's innovative. ok, off topic

in any case, great idea. but make it very DELL. maybe a bit like sony stores?
ssrangar
05/24/07
Merged Comment originally posted 05/15/07
This is a great idea. I could configure my system on Dell.com and then pick it up from the local dell store. How convinient is that!
bennish
05/24/07
Merged Comment originally posted 05/15/07
ssrangar - even better! that's a totally sweet idea! i didn't even think of that, then when u pick it up u can try it out and stuff, not have to worry about transit... promote! promote! let's have an australian dell store for a start... before apple sinks its crystal claws into the earth...
aggiejoe
05/24/07
Merged Comment originally posted 05/17/07
There is a Dell "store" in Dallas, Texas. It has the consumer lineup but everything is still ordered. HOWEVER, there is a service center where they do fix all computers on site.
james_f_hall
05/24/07
Merged Idea originally posted 02/22/07
Retailing Concept

First, I work for Dell. I am submitting this idea to this new forum. I encourage everyone to expand and critique it and improve upon this idea. It's something that has been sitting in my head for quite a while.

When / If Dell goes retail I think we should heed the following.

Cool Atmosphere. It can't be a BestBuy or Circuit City. It has to be smaller, more personal. It can't be a kiosk in the middle of a busy mall. It has to be an oasis from the busyness of life.

Start off with free WiFi in the stores. This will attract would be customers. Have a lounge, perhaps even a snack and drink (coffee/tea) station. Don't play garish, loud music. Keep the mood cool, quiet, clean, and refreshing.

Focus on the consumer, devote the stores to consumer items and impulse buy items (printer ink, memory cards, and a software burning / download station)

So, here is the big idea. I have a vested interest in seeing this take off.

Extend the factory and the direct model to the stores, but with a little panache.

A) Have a good, better, and best config for PC, HTPC, Notebook (in stock and ready to go)

B) "Build-A-Dell"** workshops. This works in one two ways.

-- 1. Customer logs on to Dell.com and can see real-time component inventory of the store. Customer can reserve components and schedule a time to come into the store and pick up a PC built on site (burned in and tested). This could work to a limited extent with HTPC or Notebooks. Customer can design skins, and faceplates, and other modifications online using photos, artwork, etc of their choosing. Customer and family come to the site and sign off on the build and take it home that day, or schedule home installation services.

--2. All in store. Customer can pick and choose components in the store, design artwork and other modifiable aspects of the system at special skinning / modding stations.

In both cases Dell works a deal with suppliers that only pays for parts consumed in this process, thus retaining the integrity of the Direct Model at the store level. Again, leverage the power of Dell.com and Dell factories to have systems custom built and shipped, especially during high volume and high traffic seasons.

C) Repair, Service, and Training. Offer in-store services for existing and future Dell customers. Provide training classes and tutorial sessions. Offer repair on site and free/fee based tech support (or a hotline to advanced support agents if questions can't be answered in the store).

D) Don't be an Apple store. Cope an anti-apple feel. If we mimic them, people will end up at the Apple store because Apple controls their image and will be Apple better than Dell can be Apple. Instead, focus on being different.

** This will require a very simple and modular approach to building / customizing PCs so that it is easily exported outside of the factory. It should be virtually toolless and if a process is designed to make in store fabrication simple, then the Dell factories will also benefit, service techs benefit, and the customers benefit. New standards would have to be established, but I think it is quite possible given a real effort towards innovation of standard PC and Notebook architecture.
homerr
05/24/07
Merged Comment originally posted 02/23/07
Overall I like this idea. Apple stores do have the cool factor down pat, and I agree Dell should not outright copy them. But Dell should hire some first rate designers to come up with their own cool factor for stores.

Also, if you're going to do in-store support best have the store not in a mall so customers aren't lugging PC's too far. And be prepared for a deluge of customers needing more RAM and bloatware uninstalled when they come in asking why their Dell isn't running fast enough!
james_f_hall
05/24/07
Merged Comment originally posted 02/28/07
I would think some would have to be mall based locations (for traffic). If a machine needs to be carted in, a pickup service could be arranged I imagine, but open air malls would be a better place.

Part of making it cool would be to have free workshops like Home Depot has. Different projects that could be scheduled in morning on Saturdays.

Also, managers of the stores should be given latitutde to holding local user group meetings and the like at the stores, and sponsor events in their community (like the Techknow Program). User Groups, and other day to day interaction with the customer base would also function as a direct feedback channel into Dell as well. Managers and employees could get on the ground and front line feel for what is driving the consumer.
general_tso
05/24/07
Merged Comment originally posted 02/28/07
NO, DON'T SPLIT THE VOTES. People, it's not about pride to get *your* posting the most votes, it's about promoting the IDEA. Keep it back on http://www.dellideastorm.com/article/show/61802/
james_f_hall
05/24/07
Merged Comment originally posted 03/01/07
general_tso, sorry if that was the implication. I encourage people to vote on both ideas if they find it suitable. It is just hard for these newer Ideas to get any traction, elevation. If there was a way to combine Ideas into clusters or link Ideas together I think that would make it a better service.

--Jim
lindahewitt
05/24/07
Merged Comment originally posted 03/05/07
Part 1 of 6

I agree with James F. Hall "Retailing Concept" article from the beginning through item A), so I will start with item B).

Item B) is

"B) "Build-A-Dell"** workshops. This works in one two ways. "

I don't think that building the computers in the store is practical or economical because it is a duplication of the current business model and quality assurance processes, which Dell has in place. However, customers could go into the store to get the expertise of the staff and to place a order and pay for it, then the order could be shipped directly to the customer. Right now the ordering process is very convoluted and very difficult to navigate. This retail concept could address that issue during the time that the website ordering process is being redefined and made more consistent and transparent.

If Dell starts to provide full disclosure, (see http://www.dellideastorm.com/article/show/64535) in terms of hardware configurations and the latest leading edge technology; then this will compliment the retailing concept.
lindahewitt
05/24/07
Merged Comment originally posted 03/05/07
Part 2 of 6:

Item C):

"C) Repair, Service, and Training. Offer in-store services for existing and future Dell customers. Provide training classes and tutorial sessions. Offer repair on site and free/fee based tech support (or a hotline to advanced support agents if questions can't be answered in the store)."

I don't know whether or not it is financially feasible to do the repair work on the computer, while the customer waits. However, if a customer is having a problem with their computer being infested with spyware or other malware, then this could definitely be a profit center; especially if this is supported with training the customer in terms of best practices using top of the line security products, partitioning products and backup products.

If Dell implements the policy of only having the OS in the C partition, then this will expedite the process for either Dell or the customer to clean out all of the malware.

If there is a data partition and a program partition, then the customer's data will not be affected. Likewise, by having a separate partition for programs, the customer will have a list of all of their programs with their executable files, so that it will be very easy for the customer to go down the list and re-install each program.
lindahewitt
05/24/07
Merged Comment originally posted 03/05/07
Part 3 of 6:

Providing customers with a best practices free training for Dell customers would be a big selling point. I also like the idea of having free high-speed internet access, with a coffee bar - refreshment center. I think that Dell should also partner with a number of user groups in terms of providing the facilities of the store for these meetings.

This would make Dell super-cool. However, I would open only one retail store on a prototype basis to see what works and what doesn't. It would also establish, whether this concept really benefits Dell financially.

If Dell needs to charge for the training, then have a discounted price for Dell customers and a regular price for non-Dell customers. This gets complicated because is a Dell customer only a customer, who has purchased a Dell computer or is a Dell customer, anyone who has ever purchased anything from Dell.

Initially, I think it needs to be free until the excitement "word-of-mouth" factor takes over, then Dell can initiate setting rates. I would recommend that when the rates are set, to start off low and to re-evaluate periodically as to how the store is performing as a profit center. Then if the rates need to be increased do it gradually on an incremental basis. If Dell decides to be the best of the best, they may find that the retail concept may end up selling additional memory, top-of-the line software and other accessories.
lindahewitt
05/24/07
Merged Comment originally posted 03/05/07
Page 4 of 6:

Dwight Silverman, http://blogs.chron.com/techblog/, goes out into the community to blog at various events and announces it ahead of time. This is excellent marketing for both the Houston Chronicle, Dwight and leading edge technology. There are many geeks and want to be geeks, who would take to this venue, like ducks take to water.

If the retail concept is also coupled with a blog, then this would benefit the people participating and all of those all over the world that could not be there. Obviously, it would need to indexed very well. I really like the way that Dwight runs his blog, so that you see the latest posts, but you also have topics indexed on the right hand side of the page, so if you want to read everything about a specific subject, then you can click on that subject.

Maybe only specific people at the store, could update the blogs, but everyone could comment on specific blogs. All comments would have to be approved by the owner of the blog, so that the blog would not be overrun with off-topic or inappropriate comments.

Another benefit of the retail concept that you have defined is that users that do not feel comfortable in adding new memory, a new harddrive, or a new motherboard; then they could bring their computer in and purchase the hardware and the Dell store employees would provide this service.
lindahewitt
05/24/07
Merged Comment originally posted 03/05/07
Page 5 of 6 and 6 of 6: (With the comments posting problem, it is hard to estimate the number of individual comments required.

I completely agree with James's last comment in his article. Dell really needs to update all of its processes and procedures, so that they are all leading edge and transparent to all. They especially need to update the process for updating their hardware configurations.

"**This will require a very simple and modular approach to building / customizing PCs so that it is easily exported outside of the factory. It should be virtually toolless and if a process is designed to make in store fabrication simple, then the Dell factories will also benefit, service techs benefit, and the customers benefit. New standards would have to be established, but I think it is quite possible given a real effort towards innovation of standard PC and Notebook architecture."

As stated earlier, I do not think that it is practical to assemble and QA builds in a retailing environment, so the paragraph above is not applicable IMO.

However, this brings up another deficiency in Dell's hardware configuration because if customers start adding additional hardware, they may run up against the limitations of the power supply that Dell is using. I would like to see Dell upgrade the power supply, so that it would allow for customers to upgrade their computers.

tmtns
05/24/07
Merged Comment originally posted 03/22/07
I also like the idea of a retail concept for Dell. This could be accomplished by Dell expanding the reseller division and allow them to resell the consumer based products to consumers. Dell really needs to kick the idea that they will go direct and online. I am currently a reseller of Dell products and I have always thought that trained professional staff selling the product in a store as described would be the way to go. I get calls several times a day - and I am in a small community - saying "I don't want to buy my computer online - I want to talk to someone about it so it will do what I want - and not on the phone - I want to see their face". Allow the reseller to become 'certified' to be able to take care of the warranty repairs so the person you bought the Dell from is the one that will fix it. Give a reseller preferred pricing and hold them to a standard - don't just let anyone it - then couple it with the face to face professional customer service, repair and quality parts and peripherials in a cool atmosphere - perfect concept! Not every one wants to buy online - if they were, HP wouldn't have taken Dell over because they certainly are not a superior product. It's because you can get them anywhere - today - and talk to someone about it. I would open a Dell Store tomorrow if I could!
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