The PC maker's move into the office warehouse store is its latest effort to expand from a direct-only sales model.Small businesses will soon be able to buy a Dell PCs, once only available directly from the manufacturer, at Staples' 1,400 office supply stores and from the retailer's Web site.
Dell's deal with Staples, announced Oct. 22, follows the Round Rock, Texas OEM's moves earlier this year to change from a direct-only model to one that includes solution provider partners and retail partners. Dell is also selling selected products through Wal-Mart stores.
"We're trying to meet the lifestyle needs of our customers and how they want to buy: Do they want to click, call or visit?" a Dell spokesperson said. "We're very much committed to listening to customers and delivering Dell products to more customers in more ways. We want to connect with customers we haven't reached in the past."
The initial products will be available at Staples starting Nov. 11, and include Inspiron 1721 and 1521 notebooks, Inspiron 530 desktops, Dell 948 and 926 all-in-one inkjet printers, Dell 1320c laser printers, the Dell SE198WFP 19-inch and E228WFP 22-inch widescreen flat panel LCD monitors. Additionally, Staples will offer ink and toner for most Dell printers.
"We know our customers will appreciate the ability to see, touch and immediately take Dell products to the home or office," Ron Sargent, chairman and CEO of Staples, said in a statement. "By becoming Dell's first comprehensive retailer in the Americas, and deepening our offerings with one of the world's most respected brands, we're making it easy to buy great technology products this upcoming holiday season and beyond."
Dell's more aggressive retail strategy addresses customers' busy lifestyles and the experiential aspects of technology, the company spokesperson said.
The company said the agreement with Staples is part of its efforts to connect with new customers and increase sales in all regions. "We've been working with a host of different companies, and Staples was the right partner at the right time. We're still talking to other [retailers] as we continue to roll out this strategy," the spokesperson said.
Dell has also recently announced relationships with Gome stores in China, Bic Camera in Japan, and Carphone Warehouse in the UK.
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