To: Mohan Marette who wrote (52099 ) 7/18/1998 10:41:00 AM From: Gabriel008 Read Replies (1) | Respond to of 176387
Dell Goes Bionic With $6 Million Site Date: 7/20/98 Author: Nick Turner Asuccess story in the spotty world of electronic commerce, Dell Computer Corp. reported Friday that sales over its Web site have hit $6 million a day. That's up 500% from the $1 million a day Dell reached 16 months ago. The Round Rock, Texas-based maker of personal computers first launched its Web store in July '96. Other PC manufacturers are promoting Web sales, but none have achieved the same results in part because Dell uses a direct selling model, observers say. ''Everyone is going that way, but Dell is the standard for excellence,'' said Roger Kay, analyst at International Data Corp. in Framingham, Mass. In light of that, Dell's beefing up its Web site, hoping to use it to improve relations with small businesses. The company plans to begin offering small-business customers personalized sales and educational programs via the Net on Monday. ''It's . . . as close to a face-to- face briefing as you can get without putting people on airplanes,'' said John Hamlin, director of Dell's small-business division. ''(We want to give) small-business customers all of the advantages that our large corporate customers get.'' Hamlin won't say what portion of Web sales now come from small-business customers. Overall, though, Dell's small-business revenue grew 65% last year to $1 billion. Dell is in contact with about 15,000 small-business customers each week, Hamlin says. Those customers that buy $50,000 worth of merchandise or more will have access to a new Web feature called ''Virtual Account Executive.'' The online program will provide demonstrations of the latest products. There will be video clips of executives and a factory tour. Since Dell sells personal computers directly to customers, its model makes the Web store more efficient, says International Data's Kay. Dell doesn't have to collaborate with distributors and dealers. But Dell's Internet efforts raise at least one question: What qualifies as an Internet sale? Often customers will browse for products on the Web but actually make the purchase while on the phone with a representative. Dell counts these interactions as Web sales, notes Kay. In any event, a Dell customer who had an early look at the new Web features says they add to the experience. ''It's a lot more interesting for me to do that than to read some marketing brochure that comes in the mail,'' said Thom Dyson, director of information services at Sybex Inc., a bookseller in Alameda, Calif. ''People prefer motion and sound over printed things.'' -------------------------------------------------------------------------------- (C) Copyright 1998 Investors Business Daily, Inc. Metadata: DELL I/3572 E/IBD E/SN1 E/TECH