Dell shuts its 140 “direct store” kiosks

Dell Inc. on Wednesday announced it will close its 140 “direct store” kiosks that sell Dell notebook and desktop PCs in the United States. The move comes as part of American technology company’s attempts to sell its products through traditional retail outlets like Best Buy, Wal-Mart and Staples, and focus on reviving its languishing direct sales model.

“Moving into retail is a prime example of Dell listening to its customers,” said Tony Weiss, Vice President for Dell’s Global Consumer business.

“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,” he continued.

The kiosks, called the Dell Direct Store, outside the U.S. are not affected, announced the Round Rock, Texas, PC maker, saying that nearly 50 kiosks in overseas markets would continue operating.

Launched in 2002, kiosks showcase Dell notebook and desktop PCs mostly in shopping centers, malls and airports throughout the country, enabling customers to touch and feel a product before buying.

"We're mainly doing this because our customers said they wanted us to," said Kaufman, a spokesman for Dell. "Being able to see and touch a computer, especially notebooks, is preferred. At the kiosks, they could see and touch them, but they couldn't take them home with them. Now they can."

Dell is also committed to its direct-selling method by phone and Internet. This direct business model enables customers to buy laptops, desktops and associated products directly from Dell, via phone or the Internet.

Last year, the technology company decided to sell computers in retail stores worldwide rather than through the Internet alone.

Dell computers are currently available in more than 10,000 global retail stores, including Best Buy, Staples, and Wal-Mart in the United States; DSG International, Carrefour and Tesco in Europe; Courts in Singapore; Gome in China; Bic Camera in Japan; and Carphone Warehouse in the United Kingdom. Dell computers are also available in Wal-Mart stores in Canada, Brazil, and Mexico.