Dell to close all U.S. direct sales retail kiosks

Dell, Inc. (NASDAQ: DELL) will be closing all 140 "Dell Direct" retail kiosks in malls and shipping centers across the U.S. within a matter of days to more acutely focus sales in high-volume retailers like Best Buy, Inc. (NYSE: BBY) and Wal-Mart Stores, Inc. (NYSE: WMT). This is a good move, as I've always wondered if the point of Dell's mall kiosks was just a branding and mind share technique more than a sales channel.

Dell's kiosks employees will be given a severance package and outplacement assistance as the world's second-largest PC maker closes down these shops by perhaps this weekend. The kiosks have been around since 2002 as a way for Dell customers to get a feel for its products before calling or ordering on the Dell website.

In a sense, these Dell Direct kiosks were what the computer maker needed in a larger ways years ago -- the ability for retail consumers to "look and feel" its products before buying sight unseen from a website. Hewlett-Packard Corp. (NYSE: HPQ) leapfrogged past Dell in 2007 as the world's largest computer maker squarely on the back of strong consumer retail sales, and especially in the laptop PC segment where consumers prefer to see the product in person before buying. Good move, Dell -- but this retail shift should have come at the end of 2006 instead. Better late than never, eh?