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Dell Tickets 20 US Malls for Kiosk Sales Strategy

AUSTIN-Dell Computer again tries a retail strategy that involves real estate instead of telecommunications. A similar play was attempted in the early 1990s. This time, Dell takes a safer tact by renting mall kiosks.

By Tim Green | Updated on July 05, 2002

AUSTIN-Dell Computer Corp. is getting back into retail, but not in a big way. It will join the likes of cellular phone companies, Dippin’ Dots ice cream and calendar shops and install kiosks in 20 shopping malls around the United States.

The Austin-based company kicks off its kiosk strategy in its backyard at the Rouse Co.’s Highland Mall at 601 Airport Blvd. Dell test-marketed the concept during the past holiday shopping season in malls in the Dallas and Nashville areas.

“We tested this approach over the last year and received tremendously positive response from our buyers,” Kurt Kirsch, director of new business development for Dell’s consumer group, said in a statement.

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