Posts in PC & Peripherals

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Dell partners with Courts superstore

Darius Chang | Nov 01, 2007

Dell built its business as an online PC distributor. Recently, it altered its strategy and worked deals with major retail chains in the US, China, Russia and Japan to sell its goods through brick-and-motar outlets.

Singapore is next to join that list with today's announcement of an exclusive partnership between Dell and Courts, one of the largest megastores in the country. From today, consumers can view and touch the Inspiron range of desktops and notebooks before committing to a purchase. Unlike online delivery which may take a few days before the unit is received, customers can buy and get their unit on the spot.

So what is the difference between buying online and getting a Dell PC through Courts? In order not to cannibalize each other's sales, Courts' units are based on processors that are not available via Dell's online store. Moreover, PCs purchased through Courts can either be serviced onsite or in store. On the flip side, having fixed configurations in stock means that if you want to upgrade parts such as the RAM or harddisk, you will have to place an order through the store and return in three to five working days to get the custom unit.

According to a Dell representative, the reason for moving its products to the retail front is so the US maker can capture first-time PC buyers. This group of people are unlikely to be comfortable getting expensive electronics online, and may prefer to experience the machine before buying.

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