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Dell aims to sell PCs at big box retailers

Since its inception, Dell Inc. made itself famous for pioneering the direct-sales model, selling directly to customers and skipping the sales channel altogether. Last year however, Dell watched its numbers dwindle compared to long time rival HP, losing both revenue and market share. Couple Dell's market performance with an investigation into its financial practices, and Dell's former CEO Kevin Rollins resigned from the company, leaving Michael Dell to take back the helm.

Dell's return as CEO to the company he founded is already making waves. Dell this week announced that along with its current method of sales, it will now look into selling through retail channels.

Retail is not entirely new to Dell. The company has kiosks in shopping centers throughout the U.S. and Canada, promoting its line of desktops, notebooks and even flat screen televisions. Dell says its kiosks bring in a good amount of business, if not directly then at least by promoting awareness of the company for sales online.

Dell sent a memo throughout the company this week hinting at the changes within the company and its goal to reach a wider audience. The fact remains that a lot of customers still want to see and touch before putting down their hard earned money. Dell indicated that it was already in touch with several big-box retailers and that there would be an aggressive push into the retail channel.

"The direct model was a revolution. It's not a religion," said Dell. Analysts are curious to see what implications the move will have on Dell's direct sales as well as its competition.





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