“PC Adoption to Come from Tier 3-5 Towns”

“PC Adoption to Come from Tier 3-5 Towns”

Dell expects growth in PC adoption to come from Tier 3-5 towns, where the importance of the PC as a key contributor to personal and professional aspirations, is being increasingly acknowledged. P. Krishnakumar, VP – Consumer and Small Business at Dell India talks to DT regarding his company’s roadmap.

DT: What have been the key highlights of your company during the year 2016?

A: We see sustained consumer outreach through the year starting from the Back to School season in March, to the Back to College season starting in July. With the launch of Dell Aarambh – Dell India’s year-long PC for Education program in 75 cities, the brand’s focus deepened in tier 2 to tier 5 markets. Through this campaign, Dell aims to engage with 1,00,000 teachers, 2,00,000 parents and 1 million students in order to kickstart conversations about the role of the PC in holistic education and development for an individual in their formative years.  In  March 2016, we launched exciting financing schemes with our Back to School campaign, enabling customers to purchase a PC at just Re. 1 with the option to avail zero-interest EMI options.

DT: What is the central force which keeps partners and consumers loyal to your brand?

A: Dell aims at delivering a holistic and seamless technology experience to enable customers to invest trust. We believe our customers are our brand ambassadors. Innovation at Dell is propelled by the value it offers to the technology user. In order to ensure sustained relationships, a brand must engage in a two-way conversation with customers so that they can listen to their needs and deliver in accordance with those needs. Further, as a manufacturer of PC technology, we have made a conscious effort to enable our customers to choose the right device depending on their needs.

DT: How does the channel help you to reach out to your potential customers? What’s your channel strength?

A: Dell’s reach spans over 1200 cities and towns across the country in multiple retail formats, namely, Dell Exclusive Stores (DES), Large Format Retail partners, and multi-brand outlets. We have a network of more than 650 DES, reaching to even small towns such as Dimapur, Islampur and many more.

Whether it is online through the Dell Express Shipping Affiliate (DESA) or at an exclusive store for an immersive brand experience, or at a large format retail store or multi brand outlet to make a comparative decision, we ensure that customers can choose their Dell PC in a way that is best suited to their comfort.

DT: What is your assurance for providing excellent service support to your customer?

A: Dell ensure that our services are available customers through a widespread retail network. Apart from the Dell Exclusive Stores, Dell also reaches out to a widening customer base through large format stores like Croma and Reliance Digital. A few thousand resellers spread across over 1100 towns and cities in India, contribute to its extensive retail network. Dell also has an onsite service footprint of over 30,000 pin codes across India and is recognized for its pioneering service and support offerings.

DT: What’s your roadmap or strategy for the year 2017?

A: Dell’s aim is to strengthen customer experience through one on one brand engagement and build greater awareness around PC adoption. We expect growth in PC adoption to come from Tier 3-5 towns, where the importance of the PC as a key contributor to personal and professional aspirations, is being increasingly acknowledged. With increasing internet penetration in our country, young professionals and students are starting look at technology as a tool to increase productivity. This is where innovative and intuitive technology will play a role in accelerating technology adoption among the ambitious youth.

Related Stories

No stories found.
logo
DIGITAL TERMINAL
digitalterminal.in