Introducing Della – Dell’s new sub-site that markets pre-built PCs and laptops explicitly to women. Sounds like a great idea: since women make up half the world’s population, why wouldn’t the computer giant want to create a site specifically geared toward the fairer sex? Della officially launched on last week and immediately created a firestorm in the social media world. The verdict – good concept, but poorly executed.

The Della site features customizable Inspiron Mini 10 Netbooks, laptop sleeves and accessories and images depicting trendy women with fashionable laptops. Much of the criticism came from people’s reaction to Della’s “Tech Tips” section, which according to The Channel Wire, “laid out in plain terms that netbooks would be great for women who spend most of their time in the kitchen. The section outlined easy ways for women to find the aforementioned recipes, calorie counters and cooking videos.” According to the New York Times, both women and men described the Web site as “ridiculous,” “gimmicky” and, as one disgruntled Facebook member wrote on Dell’s Facebook page, “Lamest move ever!” – Ouch!

Dell has since amended the Web site, along with a note that states, “Some of your have read this article over the last several days & will notice a few modifications. You spoke, we listened. Thank you for your ongoing feedback.” Not everyone’s reaction to Della was negative – some bloggers love the Della concept, like this writer for Devils Workshop, who said, “If you ask me…I simply loved the idea of something like this.”

While the execution wasn’t great, the saving grace is that Dell is paying attention and listening to consumer feedback in the social media circles. By reacting to the negative comments, they are able to tweak the site to make it more in-line with what consumers really want. A better approach would have been using social media as a focus group BEFORE the site launched, vs. using it as a focus group after. What do you think – Dell marketing blunder or an idea with potential?

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