Dell courts Singapore shoppers

Dell customers will now be able to purchase products in all of nine Courts retail outlets in Singapore, as the IT major makes its first foray into the indirect channel here.

In May earlier this year, Dell announced plans to make a break from its 20-year build-to-order direct supply chain tradition, with the aim to reach more of its customers worldwide.

"The direct model has worked well for us and will continue to work well for a long time to come, but it is not religion," said Dell president of APACS, Paul-Henri Ferrand at a press conference.

By partnering Courts, consumers will be able to browse, feel and touch Dell products as well as seek advice from service staff before purchasing, Dell said. Previously, customers placed their orders straight from the Dell website or by phone.

"Dell's expansion into the retail space through Court's entrenched store networks brings direct-model advantages to Singaporeans whose busy lifestyles require one-stop-shop conveniences," said Patrick Liew, country manager of Intel Singapore. "Dell aims to simplify shopping for PC products, and this is a positive move for the Singapore customer."

The partnership with Courts is Dell's latest retail distribution agreement. It previously announced retail tie-ups with Bic Camera in Japan, GOME electronics IT retailer in China, Carphone Warehouse in the UK, Staples in the US and Wal-Mart in the US, Canada, Brazil and Mexico. The first Dell retail store opened in Russia last month.