Re: Virtual Mall versus Vertical Marketplace concepts

Prosper001@aol.com
Fri, 8 Mar 1996 09:47:09 -0800


To interject a quick comment... A key difference, I believe, in any general
"online" mall, is that, unlike a real mall, the person browsing the mall does
not have to "pass" the other stores. In a real mall, I have, many times, gone
with the intention of buying one thing at one store specifically. To get to
that store, however, I may pass 10 or more other stores, all of which have
strategic window displays trying to get me to come in. More often than not,
atleast one succeeds. The online mall, does not benefit from this phenomena.
This is one of the key flaws that I see in the general online mall concept,
especially when the stores are organized by floor/catagory. The viewer does
not pass by other stores, that may be of interest, because they go straight
to their intended catagory. Do not pass go. Do not collect $200. :-)

Solutions:
* Highlights of a few select stores on the entry page. (Many malls have
adopted this, but the costs are often prohibitive for many of the low-budget
businesses that are attracted to these malls.)
* In the end, regardless of the mall it's placed in, it is the marketing done
independently of that mall which, I believe, will determine it's failure or
success. And because of that, I am glad to have this list to learn from. :-)

Glenn, thanks for a great list, and I will be happily paying my voluntary
subscription fee shortly.

</done quick comment :-) >

Warm regards,
Michael A. Wineke
Complete Internet Marketing Solutions
&lt;a href="<a href="http://www.mawent.com/">http://www.mawent.com/</a>"&gt;http://www.mawent.com/&lt;/a&gt;

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