Dell India inaugurated its 400th Dell Exclusive Store (DES) at Hong Kong Bazar, Sector 56 in Gurgaon, Haryana. The opening of the store is a milestone in Dell India’s history as the company successfully achieves its committed goal of establishing 400 Dell Exclusive Stores across the country by 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 privatization, Dell India called out an ambitious goal of taking Dell closer to all categories of consumers across India that includes tier 1–5 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.
Speaking about Dell’s robust retail strategy and the remarkable achievement in opening 400 stores in a short span of time, P. Krishnakumar, executive director and 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 400th store 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
The 400th store at Hong Kong Bazar, Sector 56, Gurgaon offers the entire range of Dell’s consumer product line-laptops, AIOs and desktops from the Inspiron range, XPS and Alienware brands to the Venue tablets and various accessories. With every new Exclusive Store, Dell takes a step forward in making technology more accessible to its consumers. In a country like India, where buying a PC is a vital investment, Dell endeavors in offering technology which best fits the consumers’ needs.
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 1000 towns and cities in India, contribute to its extensive multi-brand and exclusive retail network. Dell recognizes its partner network as a key factor contributing to achieving greater spread and customer access in the Indian market. The partner community has been a key partner in Dell’s consumer growth in India.