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Dell Expands Its Retail Presence to Australia


Dell today announced plans to sell a range of its award-winning products in Officeworks’ 104 stores across Australia.

Dell will apply aspects of its “direct” business model in Officeworks’ stores. Shoppers will be able to try Dell’s products before making their purchase. They will have the option of configuring and ordering a custom product online that meets their exact specifications, or buying a Dell laptop or desktop with standard configurations in the store. Products available in the stores include the award-winning XPS M1330 laptop, the Inspiron line of laptops and desktops, and selected printers, ink and flat-panel displays. Officeworks consultants are trained to assist with selection of product and completing either purchasing process.

“Today’s announcement gives customers the option to call, click or visit and have access to Dell’s award-winning products in Australia,” Said Evan Williams, general manager Consumer Sales and Marketing South Asia Dell Inc. “While we continue to see growth in our online business in Australia, we recognize some people want to touch and feel our products, first. Our partnership with Officeworks will enable them to do this before buying a computer that meets their specifications.”

David Oakley, general manager Marketing and Merchandising for Officeworks said, “Dell’s selection of Officeworks as a major retail partner in Australia shows we are building on our strong position as a destination for IT solutions. The addition of Dell’s products reinforces our commitment to deliver customers the widest range of products at the lowest prices. Our stores will not only stock 10 Dell computers not available elsewhere in Australia, but will also have the capability to order tailored solutions for customers within the store.”

The partnership with Officeworks is Dell’s latest retail distribution agreement aimed at reaching more customers worldwide. Dell products will soon be available in more than 12,000 stores and online around the world. Dell has announced relationships with Croma stores in India; Best Buy in the United States and Canada; Carrefour in Europe; Staples in the U.S. and Canada; Courts in Singapore; Bic Camera in Japan; Carphone Warehouse, Tesco and DSGi in the United Kingdom; Wal-Mart in the U.S., Canada, Brazil, Mexico and Argentina; and Gome, Suning, Hontu and several PC chain retailers in China.

Dell Australia will continue to operate its 13 kiosks located in shopping malls in New South Wales, Queensland and Victoria.


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