Dell Store Opens its Doors in Dallas


Yesterday we opened the first pilot Dell retail store at NorthPark Center in Dallas, Texas.  It’s not a departure from our direct model—it’s simply an extension of our kiosk strategy.  Like the kiosks, we will not carry  inventory at this store.  Here, customers will be able to see Dell products up close.  They can also place an online order right from the store. What will we do with the extra space?  We’ll use it to showcase different usage environments to help customers envision how they can use Dell technology in their home or office.  In this vlog, Jim Skelding, Director – Dell Stores, walks you through the Dallas store. 

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41 thoughts on “Dell Store Opens its Doors in Dallas

  1. How is this supposed to impress me?  

    I can buy an Apple at the Apple store, I can buy a PC at Best Buy.  What’s the point of having a store that lets me browse but not buy anything?

    I can do that from home.

  2. Sounds awesome, I like that they have a store but nowhere near the East Coast. Also that guy makes me want to punch him in the face. I think you should sell monitors and accessories at the store but computers I understand your philosphy on not selling them there.

  3. Will customers be able to business line products on display at these stores (ie., Optiplex, Latitude, etc)?

  4. It may be similiar to the Apple store just that the Dell stores do not carry any inventory.

    Nonetheless it provides some environments or situations for customers to see different setup. Like the kitchen, bedroom, or study.

  5. OK, that video just made it 10 times worse that they have an XPS 700 on display in the Dallas store.

    What about me??!??!

  6. Would it be possible for customers to bring in their PCs to these sites for trouble shooting?

  7. This looks like it may be the ONLY place to see a working XPS 700 anytime soon.  Isn’t 2 1/2 months too long to wait?

  8. If you do not sell anything at your kiosks, then you should not be collecting taxes over the internet for Dell Home sales. One of the benefits of buying from Dell Home was offputting the sales tax until tax time. So far the only effect I see your Dell Store/Kiosks having is to add tax to the price of Dell Home sales online.  Hopefully, you’ll have reps at your Stores/Kiosks that are better trained than the 5 seperate sales reps who told me over the phone that the E1505 has an upgradeable sound card to a (hardware) 5.1 Soundblaster Audigy.  They were all incorrect, just as the tech support rep who said the same thing was.  Make sure we can get competent, knowledgeable Sales, and  Support staff at these locations, or pack them up and write off the expense before dividends drop another 10 points.

  9. Like Craig above, I am very curious if the store will carry any of the business product lines.  

  10. Ian O’Sullivan posted a comment on 7.27 at 7:46am that said he would never purchase a Dell as your customer service "stinks".

    I do not agree with him, but it made me wonder – will his comment be removed when you see/catch it (assuming you did not already), or is it Dell’s intention to allow free speech to this degree?

    Please let me know!

  11. Gateway tried the exact same thing (including the "usage environments") and it was a complete failure.  can’t see where it won’t be the same for Dell.

  12. Wow! A physical store with PC´s! What an idéa! How did Dell come up with that? No wait! Is this supposed to impress me? Agree Rod!

  13. I would never purchase a DELL if they were the last computers on earth, your customer service stinks!

  14. I was in Tokyo back in January, and there was a Dell store there in Akihabara.  It seemed to be some kind of partnership thingy with Dell and Intel.  They had laptops and desktops that you could play with, a Media Center setup in a phony living room, and Japanese girls handing out packages of kleenexes with Dell ads on them…. All very odd… There were  lots of people looking at stuff, but no one seemed to be ordering/buying….

  15. Hi Craig, thanks for your note. We did the see this, and while negative, thought it was fair.

  16. Better install some good smoke detectors.

    Commentary at:

    More coverage at:

    Is anyone else just a little afraid of this? I love my Inspiron 2200, it may be a little underpowered, but it does exactly what I need it to do. I also dislike hospitalization, though. Is it safer to get a (admittedly more hip) Macbook with a lithium-polymer battery?

  17. All of these people that are leaving messages that Dell should carry inventory in their "stores", should look at the Dell philosophy.  They dont have any inverntory!  They apparently build these machines when you order them.  Not sure why they would stray from that model by building a store, but I guess we will see.  

  18. "… not sure why they would stray from that model…."

    They don’t build TV’s, printers, monitors, etc. in a Build-To-Order manner.  Why not stock a few at the stores for impulse buys?

    The only products they customize are computers, laptops, servers, etc.  I can understand the direct model there, but a TV you buy from them is merely shipped from inventory.  They aren’t building those in Austin, folks.

  19. "Would it be possible for customers to bring in their PCs to these sites for trouble shooting?"

    It would be good if they did that..

  20. RC said: "If you do not sell anything at your kiosks, then you should not be collecting taxes over the internet for Dell Home sales."

    Dell collects tax in a lot of states where ther are no kioks.  All Dell has to do is petition the state legislature and have it approved to collect sales tax in a state.  Examples: New Mexico, North Dakota, Iowa, etc.

  21. I appreciate the ‘early warning.’  We are aware of the incident described on the Tom’s Hardware forum. I wanted you to know that my colleagues have been in contact with the customer.  We are confirming the details of the event and have been taking the appropriate actions.  I assure you that Dell takes any incident like this very seriously.

  22. I hate that you opened a Kiosk in the Tucson Mall, in Tucson, Arizona.  Now any purchase I make from Dell, I have to pay sales tax on it, before I didn’t and that makes you less competitve in pricing since I consider the total price with tax.  

  23. Part of Dell’s success is it’s business model of selling through the web. To start employing store employees and selling the product through the store would infringe on that model I think so it’s reasonable to set up a store that just demonstrates the product. Just like car stands you see now and then in malls and shopping centres. It’s a good idea to me because you’ll get the casual shopper or curious potential customer walk in and it’s also about brand recognition. Some people might be suspicious about a company that only sells through the web so this is a good idea to show that there is a human side (an approachable side) to Dell.

    Sure they could have some stock for impulse buys but the whole point in the Dell buying system online is that you can pretty much customise every area of the machine before buying. You wouldn’t be able to do that in the store and walk out with the machine on the same day. Taking orders though at the store would be good.

    This blog helps too.

  24. To the extent the Dallas store’s an experimental prototype, Dell badly needs to go back to the drawing board and substantially increase design/aesthetic values.  Store looks like a tacky, shoe-box, mall slot.  Dell’s only creating another highly visible object/initiative that’s going to look bad compared to Apple — an emblem of the diverging trends in design and innovation between the two.  I just walked by Apple store on 5th Avenue NYC, which like everything else Apple’s done for the last couple years is elegant, museum quality.  Dell, don’t even go down this route unless you can put up a classy, credible alternative experience — which this rec-room, wood panelled shoe-box in Dallas does not.

  25. We had a good laugh at some recently posted comments and photos about our new store in Dallas, Texas.  It’s always great to get fashion advice from Gizmodo and their readers. 🙂  We agree the store looks great.  Thrillhouse is particularly astute in observing what we’ve learned from operating mall-based kiosks in the US, Canada and Japan for many years:  there are people who want to see product and talk to agents before buying, and there’s convenience in us delivering those packages, however big, to your doorstep.

    Judging by the number of folks who’ve dropped by the store to purchase products from us, there must be a void in the Dallas area.  In fact this past tax-free weekend in Texas exceeded what business we thought we would do.  We’re optimistic out of the gate, and we thank our Dallas customers and look forward to serving them, khakis and all.

    Couple clarifications:  

    • We haven’t opened the store in West Nyack, NY, yet. It will be open in time for the holidays.
    • We didn’t build the stores or kiosks based on Apple or Gateway.  We built them based on Dell. 
    • We like blue.

    Appreciate your opinions, keep them coming.

  26. I think you lose sales from not being able to buy the product. The store and kiosk are like your online shopping experience – whether it’s the price, the ship date, or really knowing what product to get. I don’t think you realize how much you’re losing in revenue by creating what you perceive as "value".

    Try a Kiosk in Willowbend or near Knox/McKinney where Apple already has two of their stores. What if Apple puts a store in NorthPark?

    Scared to have inventory? Your inventory depreciates faster in a box in the US than it does in pieces in Asia which can be ‘updated’ as fast and cheap as Moore’s law. Google, Linux, Games, and Apple. What’s a PC for anymore? Business is the last leg.

  27. Based on the Dallas store, Dell’s simply making the case easy for the Dell bashers:  They’ll just have to point at a Dell store and then point at an Apple one:  "Cased closed."

    "Someone from Dell" perfectly typifies the dysfunctional problem with Dell:  After basically laughing off the valid criticisms (down to the unbelievable blue shirts and khaki pants; hey where’s the potted fern in the Dallas video, I couldn’t see it.) he/she says they built the stores "based on Dell", a company whose industrial design and design sense have always been considered to be second-rate and a core problem for the otherwise previously exemplary company.  Sounds just like Kevin Rollins, in denial mode, with the stock down over 50%, telling shareholders about how the Dell model continues to deliver great efficencies and consumer experience:  Well yes it does, but there are an awful lot of deficencies that have crept in.  This introverted, self-admiring mentality continues to deny them and that’s a big part of Dell’s problem and its failure to innovate.  The Dell glory days are over.  Move on, just like this formerly loyal customer has.  

    "We like blue."  It’s not about you, "Someone from Dell."  Find out what the customer likes, which, based on Apple’s unbelievable design success, is not blue, and increasingly it’s not Dell.  The stores will be drab, laughing-stock trainwrecks.

  28. I find the Apple zealotry amusing.  Even as short as this thread is someone had to throw in a jab or two at Dell and the battery recall,  never mind that it was batteries made by Sony.  Now you beloved Apple is rotting the whole basket as well…1.8 million I think it is?

    Keep your Googles going…there are more to come.  Just remember who took responsibility first.  

    Don’t get me wrong, I am not a Dell defender.  There is plenty to be critical about but the battery issue was actually a very good move on so many levels.  

    Also, I feel I must answer one question from AlexL…PC’s are for loading up your Apple OS.  That’s right, your Apples are now PC’s and don’t even run exclusively on their own code any more.  Their core is not their own.  I guess it is a cant beat them so I will become them sort of thing…or is that off sides!

    So Apple is now officially an OS and a iPod…nothing more.  Sad really.  I have said it a thousand times, if Mr. Jobs had opened his platform for cloning when IBM did I have no doubt that Dell would be building Mac clones today and his billions would be the double digits ones while Mr Bill would likely not have any.

  29. Whatever it is folks.. all said and done. DELL rocks and will continue to do so. Dell has shown some great examples in terms of being a market leader worldwide.. Also, no other company in this domain has achieved such growth in such a short time. Thats unbelievable and that shows the trust that Dell has built in its customers from time to time. And to DELL and all Dellites, customers have been the highest priority and it actually pains to see such blogs from not-so-happy customers. Ofcourse you cant make everyone happy and there will definitely be some defects somewhere.. but majority of Dell’s customers.. when i say majority.. the word talks for itself and thats huge considering the market share that we have… are happy with their Dells and will continue to be loyal to the company. and undoubtedly Dell as a company will continue to thrive and prosper and further strengthen its base based on this trust that our customers have in us.

  30. Hey! And then i forgot to mention of couple of other things.. we have shown the way with our direct model and we have proved to be very successful and no one else has been able to duplicate it and be so successful like us and that shows what we are made of and how good our strategy is.. history speaks for us and now with our ambitious expansion plans that have already been implemented, we have now got even geography to speak for us. And being the geeks that we are, we’ve always had science speak for us. So and also Dell has its own way and thats y we are so unique as a brand even while a lot of small players like (gateway, apple, HP, alienware, Emachines) are trying to grab a share of the market. yes these people are big in their own ways but talking in relations to what we have acieved and accomplished, we are clearly way ahead of them and yes in our own way and style. and that will remain an undeniabe fact and in reply to somebody’s comment that dell’s glorious days are over, sorry mate.. u got it wrong. the way we are placed and paced, our best are yet to come and u’ll get to see that with ur jaws open wide. "Someone from Dell" i appreciate ur response and thats what prompted me to send in these blogs lest i wudnt have even bothered to take a look at this site knowing very well what we are doing and how we are doing… kudos to ur spirit dude!!

  31. I wish you would open stores in the UK sometime soon. You have no idea how much you would sell over here. All we have is PC World that sells brands I wouldnt even consider touching. HP for example.

    Dell stores in the UK please!

  32. Davies: My apologies for not responding until now… to answer your question, yes. The store does have a technical support area.

  33. The Dell kiosk in the Memphis TN Wolfchase Galleria, would NOT sell me a $1500 notebook this past Sunday. 

     The weekend was a tax holiday in Tennessee.  There were 3 Dell reps on duty.  Only one would actually sell computers.  I told each one I was prepared to buy a computer that day.  I was told there were 5 people ahead of me, but they would not take my name or add me to a waiting list, I was told to just hang around.  After about of of hour of watching two employees twiddle thumbs and the only one who could sell go serve several customers who clearly arrived after I did, I left in disgust.  I am going to try one more time there later this summer when there is another sales tax holiday, however if things don’t improve, I will just go to Office Max and buy an HP.

  34. stupid! I need an adapter and you are one of the few online places that carries yet.. but i dont want to wait for delivery…… guess ill go with microcenter onm HWY 75 instead.


    p.s. you can buy stuff at the apple store in Northpark. 

  35. It is so sad that If I need a product such as a printer cartridge I have to do this online.  Why can’t I go to a Dell outlet store and just pay cash and pickup a replacement cartridge. I like to pay cash I do not like to give my credit card number to any establishment.   Why do I have to wait for FED-EX or UPS to deliver such a small product.  If I need to replace a home product or auto I can drive to the nearest store and pay cash and pickup a replacement part and I don’t have to wait. Very unhappy in Austin,Tx.

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