Dell opens 150th exclusive store in Chennai, India

Dell India on Thursday said it opened its 150th Dell Exclusive Store in Annanagar in Chennai.

The devices and IT enterprise major opened around 50 such stores in the last three months, Dell said.

Dell’s main rival Lenovo is also in the process of expanding in India.

Online sales v/s physical presence

Dell is expanding its physical stores across the country at a time when online commerce is picking up significantly. Google Online Shopping Festival (GOSF), which is going on India, is attracting several buyers.

Vijay Shekhar Sharma, founder & CEO, One97 Communications, said: “GOSF is a great initiative for the online commerce fraternity and ecosystem. It brings in substantial value to the customer who is looking to shop online. We are a preferred partner for this festival and we are already seeing a 15 percent revenue uptick on due to GOSF.”

Dell Store

Online market place saw a 10x spike in sales as compared to last year on the first two days of the Great Online Shopping Festival 2013.

Launched in December 2012, this initiative by Google is aimed at further boosting the adoption of online shopping in India.

As part of GOSF 2013, customers can avail discounts of upto 70 percent across various categories such as Fashion, Entertainment, Electronics, Home Decor etc. on On the first two days of this three days online shopping festival – 11 and 12 December 2013, more than 70 percent of the 20000+ Snapdeal sellers participated in the GOSF 2013.

While in 2012, during the GOSF majority of the sales came from Metro cities at 66 percent followed by Tier 1 cities at 17 percent, Tier 2 at 9 percent and Tier 3 at 8 percent, this year the Tier-wise sales distribution was more homogenous with Metro cities at 34 percent, Tier 1 at 22 percent, Tier 2 at 25 percent and Tier 3 at 19 percent.

In fact, physical presence boosts online sales as well. The opening of the 150th Dell Exclusive Store marks yet another landmark step in the rollout of Dell’s marketing and retail strategy. Only three months ago, the company had launched its 100th Dell Exclusive Store (DES) in Bangalore.

Dell’s Chennai store offers entire range of Dell’s consumer products — laptops, AIOs and desktops from the Inspiron, XPS and Alienware brands, as well as related peripherals. The exclusive Dell store is the company’s step towards enhancing the overall purchase experience for consumers in India.

In India, the process of buying a laptop or desktop is still a significant decision by consumers. The wide display of products and knowledgeable staff allows the customer to enjoy a rich technological experience with an environment to make an educated and informed purchase decision.

Dell in India is targeting to set up 200 Dell Exclusive Stores by March 2014. With this plan, Dell India would deepen its foothold in tier-2 and tier 3 markets. Dell developed plans including marketing strategy, attractive pricing and retail expansion with an aim to enhance excitement, engagement, education and experiential purchase for the customer.

P Krishnakumar, executive director & general manager, Consumer & SB, Dell India said apart from the Dell Exclusive Stores, Dell also aims to reach out to the customer base through large format stores like Croma, Reliance Digital.

A few thousand resellers spread across 700 towns and cities in India, contribute to its extensive retail network. Dell also has an onsite service footprint of over 20,000 pin codes across India and is known for its pioneering service and support offerings such as default on-site warranty, 24×7 Premium Phone support (PPS) and Accidental Damage service, for its consumer range.

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