Dell Inc said, on Wednesday, it would close all of its 140 US kiosks, a concept it launched in 2002 to showcase computers, as it expands sales of PCs in retail stores.
Dell, world’s second-largest personal computer maker will shut the kiosks, mostly in shopping malls today— a decision the company said fits with its new retail strategy.
Customers could test Dell PCs at the kiosks and order the products, but they could not take delivery of them there. The concept has become largely obsolete as Dell last year departed from a 23-year strategy of direct-only sales and its computers are now available in about 10,000 store outlets and online.
Dell in June started selling computers at Wal-Mart Stores Inc and later announced agreements with France’s Carrefour SA and China’s GOME Electrical Appliances Holding Ltd, among others.
Dell spokesman Bob Kaufman said Dell will keep about 50 kiosks outside the United States. “We recognised that customers really wanted to touch and see the products before they purchased them. That led us to kiosk model.
Now, customers can touch and feel our products before buying them at one of our retail partners,” he added.