Compaq moves into direct-sell PC market

Personal computer manufacturer Compaq is to move into direct-selling for the first time.

The move, by the fifth-largest computer manufacturer in the world, will encroach on the province of rival direct sellers like Gateway 2000 and Dell, or Amstrad-owned manufacturer Viglen.

Until now, Compaq machines have only been available through retail chains such as Dixons and Comet.

Compaq will base the campaign around its consumer and small business machine the Presario 2212, which will retail for 899. Consumers will be able to order the computer over the phone and it will be delivered within three working days. A spokesman says the campaign, which begins at the end of the week, will be run for three months.

It will be backed by a 1m ad campaign in the national press and specialist computer titles.

The campaign is the last Compaq work by Bates Dorland, which lost the 33m Compaq pan-European account to Ammirati Puris Lintas in June.

Compaq marketing manager Adam Denton says: “Compaq’s strong brand name combined with this new service will differentiate us in a sector which demands an easy-buying experience.”

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