Acknowledging the increasing trend of online retail, Dell(NASDAQ:DELL) has launched a new initiative called Dell Express Ship Affiliate (DESA). DESA will allow Dell's key partners to set up their own online store to sell company's products.
For this, Dell has joined hands with GNG Electronics. It is worth noticing here that GNG Electronics is a sister concern of KK Overseas which is Dell’s regional distributor for Mumbai. Later on, DESA will be opened up to more partners.
P. Krishnakumar, Executive Director & General Manager, Consumer & Small Business, Dell India., said, “With growing online retail sales, we have launched a new go-to-market to help partners set up their own online stores, thus giving them an opportunity to participate in the online business.”
"Presently, the lead time for products sold from the Dell website is 5-7 working days because we offer several customization options. The partner-led online stores will largely compete with broad-based online retailers such as Flipkart or Ezone as they will sell standard over-the-counter SKUs," Krishnakumar further added.
With its latest initiative, Dell is planning to two-fold the sale of its IT products. In 2012, it was Rs.3,500 crore and now Dell is expecting it to reach Rs.7,000 crore by 2015.
