Dell Launches Affiliate Program

In an attempt to raise brand awareness and online sales, Dell Computer announced Tuesday that it has started an affiliate program that will allow other Web sites to earn commissions on sales by linking to Dell’s home page. Right now, Dell says its online sales are about 25 percent of its total sales — reportedly about $14 million (US$) a day — and the goal is to double the percentage of online sales.

“An affiliate marketing program strengthens Dell’s Internet leadership by making our products and services more readily accessible to current and potential customers,” said Bob Langer, director of “We think this will be an important part of helping us to realize our goal of 50 percent of our sales online by the end of the year 2000.”

Dell Joins More Than 150 Linkshare Clients

The computer retailer has chosen LinkShare, which services more than 65,000 affiliate sites, to manage its affiliate program. Linkshare’s other clients include, FAO Schwarz, BuyDirect, Cyberian Outpost, and K-Tel.

Dell’s affiliate program should be one of the more popular because Dell is a well-known company, and computer sales can generate large commissions. For now, Dell’s affiliate program is comprised of approximately 50 charter members.

“We are thrilled to add this industry innovator to our roster of more than 150 leading merchants and consider our agreement with Dell further validation of LinkShare’s affiliate marketing expertise and network model,” said Stephen Messer, CEO and founder of LinkShare.

Dell Focuses on E-Commerce

Dell stock was down 2-3/16 to 35-11/16 on Tuesday as concerns about computer sales led to major sell-offs in many technology stocks. But the new affiliate program is one of many good recent moves for Dell, which is doing a great deal to become an e-commerce leader.

On March 10, Dell and No. 1 e-commerce site, announced a partnership in which the two Web sites would create a co-branded site and link to each other in their checkout areas. This came just after Dell launched its online superstore, Gigabuys.

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