Behind the Counter: The Power of Touch
As part of its turn-around efforts, Dell might have to change its business model into one that allows consumers to actually touch and feel its products. That strategy - the opposite of the direct sales and shipping model that made Dell an industry leader and the envy of its competitors for much of the last decade - shows the power brick-and-mortar retailers can have over their online competitors.
That point was made low in a story this weekend in the New York Times business section regarding Michael Dell’s return as CEO of his struggling company. The fact that more sales occur when consumers can actually hold, feel or play with a product should be a high priority, however, for retailers and the manufacturers that serve them.
For years, retailers and integrators have been pushing their manufacturer partners to provide them with more demo units. We were pleased that many of the manufacturers we interviewed during CES have made that an integral part of their retail partner programs for 2007.