Dell Copying Apple's Retail Strategy

PC giant Dell is taking its first tentative steps into retail, emulating the path blazed a few years back by Apple Computer. The company will open two retail stores—one in Dallas and one near New York City—where it will offer consumers a chance to get hands-on experience with Dell computers, notebooks, widescreen TVs, and other products. But unlike Apple, Dell won't stock merchandise at its stores. Instead, the company will continue to use its direct-ordering system and let customers purchase products online from the stores. Dell also has more than 160 product kiosks at malls and airports around the United States, but this move suggests that the company's direct-sale mantra might be getting a makeover. I'm curious to see how the retail locations do: Clearly, letting customers see and touch your products is a big step toward a final purchase

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