Market penetration or the McDonaldization of SL

First... let me state that this is not directed at anyone... I repeat... this thread is not a rant on or about anyone. If anyone gets insulted by the ideas in this thread, it's on your head, not mine.

Now... a recent thread/post said something along the lines of "Hey Mall and shop owners.. If you have an open vendor space and I don't have a vendor or shop in your place, contact me! I want to be there!"

I have to say that my first reaction was "What a brilliant idea." My nearly immediate next reaction was "OMG. McDonalds comes to SL". Imagine if all of the oldbies, the longtimers and whoever else was to do this.. At least one designer has something like 800 items in inventory - different items, a number of which I have bought.

But take this to the logical conclusion - all shopping areas become little clones of each other in terms of content/offerings. The rich get richer and the new get.. what? leftovers if that? The difference between shopping areas/malls would then be merely textures and layouts...

Am I way off base with this line of mental projection about the SL of tomorrow or is this a reasonable line of thought? Does anyone else see anything like this happening?

Would you like fries with that?

Well the difference between Galleria Sims and the rest are more than just layouts.

- Galleria Sims require each retailer build their own presence, and encourages retailers to treat their store as it was their own. I don't use store fronts, or stalls, or any prebuilt/fabricated store presence - EXCEPT at Galleria City where you can rent the main floor of the towers.

There is also an issue of price. I charge a fee that generally prevents alot of retailers from coming my direction.

I do find it so odd that SO MANY PEOPLE OPEN MALLS. This mall trend has not slowed at all either. Just today I saw some place in Cleary taking retailers and in Hoodoo there are also stalls opening - we are talking 700-1000m away from the nearest telehub.

Also, it seems the trend for every club or island owner is to open shops to help bring shopping traffic.

Im truly contemplating the lifespan of my own my Sims because of so many retail locations available now.

I also find it stunning the lack of innovative creativity that mall owners display. When I opened Aqua Galleria, no one had more than 8-10 retailers in one location and that was Frankies Erotic Boutique, and in 2 weeks Aqua Galleria had 40+ retailers. Soon afterwards other "Super Malls" opened.. So i moved to an island.. Now many islands are in SL and many of them are minimalls of sorts except for Centreville which is a full mall - and belongs next to Galleria City

Anywho.... nice post Korg.

Briana Dawson

I am by no means a major retailer, but I do find the topic intriguing. For awhile, my handful of vendors were represented in about five different malls, three of which no longer exist.

In actuality, I prefer to display my wares sparsely, mainly due to the lack of a user-friendly, single-point-of-update style of vendor object/script. (At least that I am aware of.) Additionally, some mall owners require that vendors use specialized vending objects that must be manually configured. If there were a stable and effective XML-RPC vending script/object that would allow my vendor updates to cascade throughout all vendors of a particular "type" (e.g., clothing vendor, furniture vendor, texture vendor), then I might look into setting up shop in additional locations.

That said, I think the crux of your query relates to the "big boxification" of SL, and our opinions as to whether or not that would be a good thing. I live in an explosively fast-growing city in the SW US. This particular city is known for its "weirdness" and kitsch. However, with this rapid growth has come homogenization. The sprawling suburbs that now flank the city have become row after row of pre-fab, big box retail establishments, cookie-cutter houses, massive auto dealerships and ubiquitous chain restaurants. Now, if SL were a physical place, I would staunchly oppose the McDonaldification of SL. What gives me pause, though, is the notion that SL is an everchanging and continually evoloving place. As such, I don't fear the scarring of the landscape to the same degree as I do with my RW home city.

So, my take is to reserve judgment and take a "watch and wait" approach. With a steady stream of newcomers taking up residence, I think we'll continue to see sizable pockets of creativity amongst the germane.

I think that most of us who play SL are from countries where we have some disposable income and enjoy buying things. Let's face it, going to the mall or a mall-like area or a marketplace is a pastime for many Americans. If you don't want to go to your local covered mall, head for a farmers market (there's probably one near you) or even just the neighborhood coffee shop/drug store/soda shop/mom & pop hardware store/garage sale/flea market/small town gas&go or diner, etc.

Even before the advent of the modern mall, marketplaces have traditionally been places where people gathered, ate, were entertained, and socialized (in addition to shopping). It's just as legitimate to go to a marketplace to socialize as it is to shop. I think smart mall owners have already started having nicer builds/textures, events or other activities and additional attractions at their places of business; these things give people a reason to visit other than just shopping.

A lot of clothing sellers in SL rotate older items out of their inventory, or greatly reduce their price. So, though one person might have 800 items in his inventory that he has created, he might only be selling 400 of them or less, and he may decrease items for sale as he adds new ones. Also, many items that were created months ago and went through some version changes now have "no creator" on them and can be copied and passed around freely. I think some of those items have been rotated out of sale by many creators.

There is *always* room for new designers/creators in SL. Even if you don't have an 800-item inventory, if you can produce something that is of excellent quality and catches the fancy of the buying public, you can still make a lot of money.

And, thanks to the fashion industry, there is always a new style up around the next corner, even as one fad fades into history. If you don't believe me, go to the library and look back through 10 or 20 or 50 years of the industry standard fashion magazine Vogue. There will always be something new for SL merchants to produce, there will always be something to inspire their creativity and spark the interest of the buying public. I guarantee it.

What else is there to do in SL?

Socialize? yes in clubs or at someones house..maybe or a few other hangouts.
Shop? Yes cause the only way to make money other than sell land is to make stuff and sell it.
Build? Yes Build Malls and Clubs and maybe a few other things but by far..shops and clubs are the most popular. (Vehicles hardly work at all so why bother)

Selling Land? Well not everyone can do this either not enough RL$ or unwilling to spend it for a game and the L$ ones are pretty few and far between in the auctions


So what does that leave...the minority building things for people to see and enjoy but it doesn't make money so they mix a few other profitable things in there.

Private sims cost alot and those that own them want to be able to pay for them with L$ and thats why the trend. Most people that sell stuff want to be everywhere possible so they can make more money..works for some ..some dont need to.

So where does that leave SL... People making more stuff to sell..those that want dwell making clubs or casinos or malls.. Or a combination of all 3. Also makign thier own place so they don't have to pay to be at someone elses.

As long as people can make RL$ thru SL then the economy will be based soley on that.

Besides why shouldn't everyone have the right to do what they want and build what they want as long as its within the TOS we are all paying to be here and its the only options we have other than sitting around. Noone has the right to be the only mall/club or anything like that. So its what everyone has to deal with.

I find it difficult to traverse open malls at times because of the way things rez -- it can take awhile for what's actually in front of me to materialize, even with my cursor directly pointed at it (as Kex Godel helpfully told me). It's a lot of wait and more wait, and although I'd like to check out more goods, the waiting game really grinds down on my explorations... strange for me to see things in the distance loading while I'm standing still and intent on checking out some wall posters.

As for "McDonaldization", I do think certain franchises spring to fruition on here, and while there is definitely some homogeity, there is ALSO a sense of familarity. Whenever my Thai grandma came to visit Canada a long time ago, she jokingly remarked that whenever we saw a McD's, our lives were saved because it was a familiar -- a safe and secure -- symbol. Of course, McD's are all over the world. Quite global. And within this lies yet another dimension: the powerful multinationals out to erode the uniqueness of the individual, as depicted in much gritty cyberpunk. I won't get into that.

However, what I will say is this: as long as there is a viable alternative, or better yet, alternatives -- plural -- provided, then people can hopefully make their own informed choices about the diversity of SL. If people aren't buying, then obviously, no selling can take place.

I've always liked this quote from Buffy the Vampire Slayer:

Anya:Look at 'em. Perusing the shelves, undressing the merchandise with their eyeballs. All ogle, no cash. It's not just annoying, it's unamerican.
Giles: Appaling. Almost as if they no longer think money can buy happiness.
Anya: Totally Unamerican. Oh, and you know what else is unamerican? French people.
Willow: You don't say.

Every designer has the right to set up a spot in any mall that will have them. No one's saying that shouldn't be allowed. I think the inital post was asking if every mall is beginning to look the same, because the same designers are in the same high traffic shopping places.

In my opinion, the malls don't look alike to me. But since there's many of them sprouting out there, the "mall" itself is beginning to get redundant. I don't like redundant. But I like vegging out in malls than in clubs. Actually, I just prefer sitting all by my lonesome than have some masculado rub his G-stringed buttocks on my hair extensions.

Most of the places I shop at have a diverse selection of people providing content. I think places like Midnight City, Gallieria Skywalk, La Cadre, etc each provide a different ambiance. And these will be here for the long term because they put much thought into being different.

Plus, give or take a few, I don't think that there are mall's out there that are exclusive. If a new designer came along and asked if they could set up shop, unless there's something shady about their creations, I don't think they'd be denied. And as a buyer, I purchase from both designers who have 800 items and those who have three outfits for sale.

So to me, there's no trend that's about promoting the big names and keeping the new folks down. If new people want to get their name out there, then suck it up and ask the mall owners. Or rent places. Only thing holding them back is themselves.

Okay.. let me clarify my initial post.. or at least try to.

The concept of McDonaldization involves a lot more than just a bunch of malls sprouting up and I was not suggesting that either we should have fewer malls or that people should be limited in the number of places they could sell their stuff, whatever that is.

The McDonalization (McD for short from now on) process involves the routinization of a process, the method of production and the training of the employees/customer base and others who deal with a specific entity for the purpose of standardizing expectations and for purposes of "efficiency" from the perspective of the "seller/producer".

As such, are we not training SL residents, particularly newbies, to expect to go to malls for their purchases, to expect to go to clubs for their socializing, to expect to see essentially the same proudcts at each mall/club, whatever? If the same dwelloper incentive-events and builds are reproduced (even with a few appearance variations - though I must say tha inside, most clubs look essentially the same to my untrained-club-eye) and reproduced and reproduced, what will SL look and feel like a year from now?

Do you see more private sim malls?
Do you see more "Strip malls"/highrise malls in the foreseeable future?
Is anyone noticing malls being abandoned, the number stagnating, decreasing?
Are older malls being sold as is and continued in place or are they being transformed into other things?

When I first got here in June, the number of malls was measurably and noticeably less than now. The size of the world is at least twice that of when I joined (or so it seems, I am sure someone can correct me if my sense is incorrect). Yet the density of malls seems to have increased - and with it, the (at least unconscious) SL implication that to shop one should go to a mall rather than seek out "Mom & Pop" type shops that I saw much more often when I first got here.

This is not a bitch or a rant... It's a question of perception and prediction.

I am curious about other people's perceptions and what their predictions are... I don't care if it's from a mall owner, a first day newbie or a beta-lifer. And I am not trying to be alarmist here... Just curious.

There are some great questions and great issues. I would venture to guess that a 1.5 week old post of mine might have something to do with it. I've recently taking to being more aggressive about my sales for none other than the sheer novelty of it: It's another angle to keep my interst in Second Life fresh.

To that end, I went and plopped down a bunch of SLData vendors all over the map, eating the setup cost just so I can experiment. I'm still too "new" to derive enough useful data from it, but what I'm learning from other virtual-business-owners will help me know what to do when it comes time to renew at some of these malls.

While I'd like more exposure, I agree with an attitude that's been posted a lot: Word of mouth is the best. Torley brings up one of the best points which is that this stuff still doesn't draw fast enough to browse with the pace that many of us like.

I had a visitor to my castle comment that he never would've visited had he not stopped to grab a drink. When he came back, my castle was (by that time) drawn, and he was then drawn in by my bright colors and inviting design. I know I must speed right by some incredible builds when I'm trying to get from point A to B.... I guess I should walk

Impetus possibly. Single reason - hardly.

By definition, a mall encourages functionalism, standardization, efficiency, routinization of behavior, and accurate mass reproduction of experience. (So, by the way, does a strip club, or a legal brothel in Nevada.) It's all about bringing the basics of Modernity and the Industrial Revolution to retailing and shopping.

For the most part, if you're building a mall, or buying in one, you're encouraging sameness, familiarity, comfort, and trust -- and that reflects in the deliberately-narrow range of products and experiences.

Want something different? Then you have to do more work to find it. It's not usually in the mass market sectors, either in SL or in real life. But it's there.

The thing that will keep SL alive longer than anything else is the creativity of the ppl within SL.

Cath

When I first got to SL, I was put off by the fact that ***** and ***** were in every single shopping area. Everywhere I went, I saw the same sellers.

Once I became a vendor myself, I noticed that several of these folks were showing a good amount of creativity, blending their logos, signs and wares into the environment provided by the mall. You could see the amount of work that went into making their store work in differing retail areas. Whether a 5 prim wall space or a 100 prim storefront, they display their goods appropriately for the location.

I now use these sellers as a barometer to help me decide whether to rent in a particular location. If ***** and ***** are there, maybe I should be as well.

My favorite thing is how nearly every newer telehub area looks the same, because the same stores have a presence at every one. Its like deja-vu, but with z-flicker and bad textures!

*gag*

I used to think SL had more potential than sim-to-sim malls and casino/clubs, but I guess I'm getting proven wrong, daily.

He said 'something' Korg...

\Some"thing\, adv. In some degree; somewhat; to some extent; at some distance.

and YOUR point was?????

I think this is all part of the maturation of the retail portion of SL. As vendors attempt to grow their brand and become an established retailer in SL, they put up shops in many locations, often keeping a consistent look so customers can easily recognize thier shop.

When I first started in SL, there were very few shops and nobody (that I'm aware of, but correct me if I'm wrong) had multiple locations. The world was too small for that. Fast forward to today, and the world is a much larger place. A retailer who wants to make an impression must compete with hundreds of other retailers and if you had only one location, your chances of growing your brand are slim. There are exceptions, of course.

I would like to see this mature even further where people finally realize the value not only in what they sell, but in what thier storefront looks like. Bleeding the brand recognition into creative and unique builds. I think the 'stall' type mall has a place, but malls like Galleria City and Midnight City provide a unique shopping experience. Less like a traditional mall, more like a managed shopping 'district'.

(((big hug for Korg)))

Malls are everywhere because malls are easy.

Why would you spend hours and hours making a proper shopping experience if your competitors can crank out 10 times the shops you can for half the time and effort?

What's needed is someone big in the retailing business (briana, chip, someone) to push to really make an effort in the marketing/retailing/selling part of SL.

I'm awaiting the day when someone (or a group of someones) finally sit down, and figure out the BEST way to sell things in SL... I'm talking stuff like best building style, easiest way to get people in to buy things, best way to distribute costs among vendors, distribution of land and whatnot... The whole process needs to be taken apart from the bottom up to make it better.

Until then... stalls and z-flicker malls are all the rage.

LF

Yes stalls are the rage but there are people doing it differently. Pirates Cove, LeCadre, and Galleria City. I have a small Place in Rose approx 50 merchants and I decided to make a village instead of stalls. Real shops, streets, streetlights, fountains, and trees...trying for an experience instead of max profit. I also hope to add houses and pubs in the future. The reason for so many malls is simple...the owners think they will get rich...some will but most wont. Thats why you see such a turnaround with malls closing and new ones opening every day. Personally I'm spending way more than I'm making but I'm enjoying the building and what now is a village I hope to make a community one day.

I can offer two bits of my personal opinion and experience on this. While we have three locations for Indigo's Mourning After (Indigo, Thunberg & Galleria Skywalk) with similar builds that are different in a matter of size, shape and some texturing as well as featuring other designers. While my designs are available in all three, there are vendors in Indigo that aren't in Thunberg and vice versa. Why? Because we wanted to feature some new designers since we ran out of vending space in Indigo and we wanted to reach some new residents.

When we started the first store in Indigo a few months ago, we didn't want to open another mall with open invites to anyone to vend there. We started the store as a showcase for the designers & builders who live in Indigo and our close friends who while they dont own land here, they are here all the time. I have pretty much stuck to the invite only premise for vendors to ensure quality of product and that sort of thing. I have gotten numerous inquiries from people I don't know or barely know asking for space in the store. I caved on a few occasions going against the original philosophy of the store. Then i realized we had one simple problem. The stores primary location in Indigo and is my and Munchflower's showroom as it is our land and our store and such. We realized we pretty much boxed ourselves in to make room for other vendors. And everytime we made some new designs we would have to spend an inordinate amount of time moving our current stock around to make room. So we expanded the store, which I promptly had to cover the blank walls with "space reserved" signs because as soon as someone sees empty space they think that they are entitled to vend here, which I have to admit annoys me from time to time. Then I feel like a gobshite saying that we don't have room. I understand the allure of vending here, the store is relatively popular with steady traffic, we don't charge rent nor do we have group requirements....

As I said earlier, I have no desire for the store to become a mall or to open a shopping dedicated sim. I started the store to showcase my and my partner in crime (Munchflowers) designs and then we decided to showcase the other Indigo residents work and well as some of our close friends and ex-indigo residents. I really hate to come across and elitist and whatnot, but it is our land and our store and I realize our philosophy goes against the grain of most other shopping areas.

....sorry for the tangential response.... but in short I do agree with your assessment.

and one more last bit of thing. I enjoy going to a variety of shops and malls that feature different designers. If every store and mall had the same exact designers and merchandise I probably would stop shopping.

-Jennyfur

Korg,

Really interesting post. I can only address it from what I see personally. I'm not a club or mall person in RL or SL. In SL this is because if the area is populated, the lag just makes me crazy and I end up teleporting out the minuite my AV locks up. Sometimes the builds are so poorly designed that it's nearly impossible to find the entrance and you have to spend too much time just trying to get into the place.

What I have started doing is reverse listing places in the events window and visiting the places that looked interesting to me but had the least amount of dwell. This has been really fun. I've seen some great builds, bought some really cool items for reasonable prices and avoided the lag monster.

I know of others who are doing this too - just because lag in the larger malls and clubs is so bad and really not very fun.

Funny - I have the same issue in RL. If I have to wait longer than 15 minutes to get a seat in a restaurant I go somewhere else. I hate crowds and avoid RL malls like the plague.

The guarantee of quality because something is the same everywhere that you go is actually something that I find annoying and I make a concerted effort to visit unique places whether they are popular or not - in RL & SL.

Rose

Actually, Mochastyle's been around since January... and though it's never been as big as yours (I don't have the RL money to throw at it), people do keep coming back... and it keeps growing.

Heh. Ehehe. Hehehee. He said "penetration". Hehehehe.