Prince McLeanAs it struggles to maintain its lead as the number one personal computer marker, Apple Computer rival Dell Inc. plans to once again dabble in the retail business when it launches two stores at shopping centers later this year.
The Round Rock, Texas-based Windows PC maker plans to open its first location at the NorthPark Center in Dallas, Texas in late summer and followup with a store at the massive Palisades Center in West Nyack, New York in the fall.
The store will reportedly span about 3,000 square feet and face-off against Apple retail stores which currently operate out of both shopping plazas.
For Dell, this won't be the first time it has dipped its toes into the retail arena. About three years ago, the company ended an experiment with small outlets at a handful of Sears department stores.
According to Statesman, the company currently operates 161 kiosks at malls across the United States, where customers can preview a selection of its products and place orders.
The two full-size stores, which Dell claims will be an extension of its kiosks model, are considered to be part of a pilot program aimed at displaying more products and systems for customers. They will reportedly feature a home theater display designed around a personal computer as well as systems designed specifically for kids.
According to Statesman, the stores will also sell Dell services, such as home network installation. However, the company is still "working out how to handle tech support questions that existing customers might bring to the store."
The success of Apple's retail strategy has largely been attributed to the customer support offered through its Genius Bars, which are installed as a centerpiece in each of the company's 147 locations world-wide. There, trained staffers answer questions, offer solutions, handle repairs and provide technical and creative support on a one-on-one basis with Mac and iPod users.
Apple's latest retail store opened this past weekend in Midtown Manhattan to a crowd of over 3000 enthused shoppers.
Andrew Orr
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55 Comments
I can see it now ....
Ooooh, nice picture. Except if it were Dell's giant cube it would be made out of Plexiglas and two by fours.
I wonder if the Dell stores will be laid out as nicely as their website.
That way they could have the same systems for different prices at different places in the store.
At any rate, I thought there was something of a consensus that one of the big problems with the Gateway stores was not having product in stock that you could walk out with.
I think when people are shopping at brick and mortar, they want the psychological payoff of taking home their new toy.
If it's just about ordering something on the internet, you can do that at home-- although I suppose people might drop by to see something "in person" they were going to buy anyway .
Ooooh, nice picture. Except if it were Dell's giant cube it would be made out of Plexiglas and two by fours.
I think when people are shopping at brick and mortar, they want the psychological payoff of taking home their new toy.
Absolutely. This has to be the stupidest idea ever. I mean...I walk into a Dell store...fiddle around...decide to buy one...and then the nice fellow smiles and says "Thanks, that'll be delivered to your house in 3-4 days."
Whack!
i think this will fail, as all other pc attempts at the retail thing have. the pc manufacturers neglect to realize that apple has a magic element that they never will-- passionate users. pc people and mac people are two different breeds. most of us get fucking excited about every damn thing that happens in the apple world, and keep up on apple news daily. does anyone really bother to give a shit what dell does on a day-to-day basis? maybe those invested in it, but doubtfully anyone that would be a potential retail customer. apple has a following that is so valuable, yet unmatchable... simply building a stupid store in a mall isn't going to create a pc equivalent.
Woohoo!! All right now, Who's gonna fly to Dallas to camp out and be the first in line for the grand opening?