Dell Is Still For Me

Dell4me has now morphed into Dell’s standard web site. Entering the URL will redirect visitors to a modified version of the Dell main page. There is no differentiation between business and consumer here; instead, major links are separated into product categories. Simply accessing Dell.com currently yields a different page that does allow business users to choose servers, rack cabinets, networking and professional services. Consumers thus are able to refine their surfing experience by using the Dell4me brand, which is rarely promoted.

Dell’s Daily Deal

Perhaps the most frustrating issue with shopping for computers online is the ever-changing sale.. Dell constantly tests price breaks versus additional software versus hardware upgrades, all in an apparent effort to create a Darwinistic direct response model. I respect this approach that prods consumers to purchase what many view as a commodity product.

But Dell runs a risk of freezing shoppers in place by having them always ask this question:   is a better deal coming next week? And make no mistake that a new, although not necessarily better, deal is coming. Much like auto makers trap themselves in a zero percent financing rut during lean times, so too is Dell with its constant offers. And like the automakers, stopping the sale merry-go-round likely causes some short term competitive losses and cash flow decreases. With a jittery investment community that still overemphasizes short-term earnings, consumers are unlikely to see any changes to the omnipresent Dell sale.

What this means for you is that, having chosen Dell, you’ll have to chose your sale. Do you want free shipping? That offer pops up every so often.   How about a memory grade or a free digital camera?    Dell marketers can tell what combination of offers close at the highest rate. They can even analyze what computers someone has assembled, but not purchased and what finally caused a purchase.

So will the sales end?

Probably not. Dell announced this month that the company would begin selling private labeled printers manufactured by Lexmark. Industry leader HP saw that move coming weeks earlier and began a battle of the brands.

Shopping Dell

A variety of pre-bundled computers and refurbished models await casual shoppers. Specials pop up in banner ads and descriptions. Dell’s configuration module though is what makes shopping fun at the site. Combine a variety of boards, peripherals and software and you can assemble your personal dream machine.  Everyone has a similar function.  I like playing with Dell’s more.

The module has enough rules programmed to alert shoppers to potential conflicts, as well as shipping delays that may occur when selecting items that are not easily assembled together.

Shoppers should be tread carefully around the “Dell Recommends” pre-selections.  Unwary shoppers may find themselves purchasing extended service contracts, ISP service, and in one egregious example, a package of CD-RW discs. These add-on items may be appropriate for you, but make sure to carefully review each screen to avoid purchasing items you don’t want or need.

The Dell site allows shoppers to update projected shipping dates and price. The actual shipping cost is only calculated when an assembled computer is placed in your cart, but my experience has been that UPS service runs approximately $100 through the continental United States. You’ll also want to check your sales tax.    Remember that you may be liable for use tax if you are not charged sales tax.

A final word about ship dates:  Dell has long practiced the Disney service mechanism of underpromise and overdeliver. Don’t despair when you receive a message that your computer will not be ready for shipping for a week or so. Dell continues padding these dates to take advantage of the moment of delight when the computer is shipped earlier than promised.

The ordering system is easy to use once a computer is selected. Paying for the computer is no more difficult than purchasing a book at Amazon, and an easy-to-use fulfillment system lets you keep tabs on your order’s status. Once your system ships, the tracking number is also including, allowing you to mark your new machine’s journey across the country with the click of a mouse button.

The Bottom Line, Clicks and All

Accessing  Dell4me may provide a more consumer friendly visit. Meanwhile, the former industry leader continues improving its direct to consumer sales model. I have not yet had a problem of any sort — from shipping to payment to quality — in multiple purchases over multiple years. All online transactions should be this easy.

Five Things To Remember About Dell

1. Dell4me is an older site aimed at consumers that will redirect you to the company’s main site.
2. Carefully check your order so that helpful items such as blank media are not included.
3. There always is a sale — if you are not in a rush, you may be able to wait out the current sale (they usually last a week) and see what other goodies you can get. But check the site anyway — some sales are unadvertised and very lucrative.
4. Dell is going to recommend bleeding-edge equipment. You may save hundreds of dollars by choosing carefully.
5. Taxes may not be as much as you thought, but shipping will cost you approximately $100 in the lower 48 states.

–G. Bounacos