TAKING ONLINE OFFLINE
- AND INTO PEOPLE’S LIVES. 

Fifteen years ago, if you wanted a custom computer, a server or a storage solution then you went to Dell.com. 

But if you were a regular person who wanted a regular laptop or PC then you almost certainly didn’t. I worked with Dell since 2015 to change this, helping them move offline, into retail and into people’s lives. As part of a team at FITCH, we analyzed Dell’s target customers, identified precisely what they want and develop detailed strategies to guide them Dell-wards. 

We took care of everything from the retail branding, consumer communications and product launches to fully immersive experiential displays that show people the astonishing things that Dell can do. 

Not long ago Dell had precisely zero retail outlets; now they’ve got 60,000. They’ve gone from making things that a few people knew they needed to making things everybody wants.