Can You Smell a Dell Inside Wal-Mart?

The news that Dell (DELL-NASDAQ) is selling Linux computers bunled with Ubuntu is really long overdue, but the point that Dell will start selling two multimedia desktop PC’s on a sub-$700.00 level inside Wal-Mart (WMT-NYSE) seems puzzling at first glance. 

We do not know  what the specifics for the Dimension desktops will be yet, but this is supposed to start as soon as June 10 in Wal-Mart and Sams’ Club stores in the US and Canada.  Why did they not try to go with a Best Buy (BBY-NYSE), Circuit City (CC-NYSE), or others?  The company has signaled that it is going to be rolling out more and more retail initiatives, so maybe those are going to be expanded as well.  Dell will sell the same products on its own web site.

The truth is that this will increase unit sales for Dell, but will ultimately increase inventories simultaneously.  It also puts Dell in a me-too status where it is already competing against Hwelett-Packard’s (HPQ-NYSE) Compaq, Gateway’s (GTW-NYSE) eMachines, Acer, and more.  Here is the list of all Wal-Mart’s PC units, and you’ll see that this probably isn’t going to be the cheapest price PC in the store.

Radio Shack (RSH) already sells lower-end Acer and Hewlett-Packard units.

Best Buy (BBY-NYSE) sells Acer, Hewlett Packard, Apple (AAPL-NASDAQ), Gateway’s emachines, and more.

Circuit City (CC-NYSE) sells eMachines, H-P, Sony (SNE-NYSE), and Acer.

The truth is that when I read this at first it sounded a bit off.  Now it sounds like a "me too" strategy.  This may crimp margins, but it looks like the time has come that Dell has realized if it wants to win back market share or maintain its place that it has to have a physical presence inside retail centers that sell PC’s and electronics.  Maybe now they can stop flooding our mailboxes with as many expensive brochures.

If Wal-Mart hired Kevin Rollins to work the floor in the electronics area, would he promote the Dell or a different brand?

Jon C. Ogg
May 24, 2007

Jon C. Ogg can be reached at [email protected]; he does not own securities in the companies he covers.