Quick start for Dell

Dell Computer sales through mass merchandise outlets have gone from a standing start to 10% of its overall business in the past year, says the head of the company.Dell President Harvey Coleman revealed Dell's success selling computers through retailers such as...

Dell Computer sales through mass merchandise outlets have gone from a standing start to 10% of its overall business in the past year, says the head of the company.

Dell President Harvey Coleman revealed Dell’s success selling computers through retailers such as Business Depot and Consumer Distributors during a speech at a Planning Forum luncheon, June 9 in Toronto.

According to Coleman, mass merchandise outlets have been selling increasing numbers of computers made by Dell and other manufacturers because today’s consumer is more comfortable making buying decisions with little or no technical assistance.

Michael O’Neil, vice-president, consulting with Toronto-based IDC Canada, a market research firm specializing in computers, says computer sales through mass merchandisers grew 60% last year and are expected to expand at a similar rate this year.

Coleman says that based on its experience in the past year, Dell will continue to explore sales opportunities in mass merchandise channels.

‘Clearly, there is an opportunity for growth,’ he says, adding that while single-system buyers account for most of the sales through mass merchandisers, some large companies have also begun showing interest in the channel.