Dell India, country’s leading end-to-end technology solutions provider inaugurated its 400th Dell Exclusive Store (DES) at Hong Kong Bazar, Sector 56, Gurgaon, Haryana. The opening of this store is a milestone in Dell India’s history as the company successfully achieved its committed goal of establishing 400 Dell exclusive stores across the country before the end of FY15.
Dell India has witnessed a commendable growth in its consumer retail strategy with an unprecedented rate of expansion in its retail presence. Post privatisation, Dell India called out an ambitious goal of taking Dell closer to all categories of consumers across India that includes tier I to V cities and towns. Back in 2013, Dell had only 47 Dell exclusive stores and a robust retail strategy with a clear aim to become a ‘Brand of Choice’ for consumers. This led to the company setting a target of launching 400 exclusive stores by February 2015. At these exclusive stores, the company offers consumers, an interactive and informative platform supporting them in the decision making process while purchasing a PC.
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P. Krishnakumar, Executive Director & General Manager – Consumer & Small Business, Dell India said, “We are determined to reach out to each and every consumer to help them appreciate the role that technology plays in the achievement of their aspirations and overall personal growth. The opening of the 400thstore demonstrates Dell’s effort to strike the right chord with a methodical and planned retail strategy. Over the last year, we have not only doubled our retail presence but also the number of cities we are now present in. We believe that the way forward for India is to develop its capacity as knowledge economy. Our intent is to be present in pin codes that are awakening to the need for personal computers and actively contributing to content development.”
Dell’s retail expansion has been three pronged; focusing on offering a perfect blend of a widespread distribution network, attractive pricing and versatility in its product range. This strategy is fashioned in a manner that creates engagement, education and an experiential purchase for the customer.
Dell also reaches out to a huge customer base through large format stores like Croma and Reliance Digital. A few thousand resellers spread across over 1,000 towns and cities in India, contribute to its extensive multi-brand and exclusive retail network. Dell also has an on-site service footprint of over 30,000 pin codes across India.
