Electronic Commerce Research

, Volume 9, Issue 1–2, pp 135–148 | Cite as

Retail spatial evolution: paving the way from traditional to metaverse retailing

Article

Abstract

This paper examines the evolution of retailing, i.e. from traditional to electronic to metaverse retailing and sheds light on the ways metaverses influence that evolution. The spatial dimension is taken into consideration as retailers could operate simultaneously in three different, but intertwined spaces. Particular emphasis is paid to key promotional aspects and we highlight the key challenges and opportunities faced by traditional retailers, e-retailers and metaverse retailers. For the metaverse phenomenon, the authors analyse Second Life and a range of findings emerge. One key finding is that retailers need to employ a holistic and overarching approach when devising their promotional strategies, especially if they aim to operate at the metaverse stage as well. At the end, the authors recommend a range of future research avenues and note the immediate need for policy development dealing with the metaverse phenomenon.

Keywords

Retailing Metaverses Second Life Marketing Promotion 

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

References

  1. 1.
    Li, F. (2007). What is e-Business? How the Internet transforms organisations. Oxford: Blackwell. Google Scholar
  2. 2.
    Li, F., Whalley, J., & Williams, H. (2001). Between the electronic and physical spaces: implications for organisations in the networked economy. Environment and Planning A, 33, 699–716. CrossRefGoogle Scholar
  3. 3.
    Papagiannidis, S., Bourlakis, M. A., & Li, F. (2008). Making real money in virtual worlds: MMORPGs and emerging business opportunities, challenges and ethical implications in metaverses. Technological Forecasting and Social Change, 75, 610–622. CrossRefGoogle Scholar
  4. 4.
    Stephenson, N. (1992). Snow crash. New York: Bantam Book. Google Scholar
  5. 5.
    Malaby, T. (2006). Parlaying value: capital in and beyond virtual worlds. Games and Culture, 1, 141–162. CrossRefGoogle Scholar
  6. 6.
    Castronova, E. (2005). Synthetic worlds: the business and culture of online games. Chicago: University of Chicago Press. Google Scholar
  7. 7.
    Yee, N. (2006). The psychology of MMORPGs: emotional investment, motivations, relationship formation, and problematic. In R. Schroeder & A. Axelsson (Eds.), Avatars at work and play: collaboration and interaction in shared virtual environments (pp. 187–207). London: Springer. Google Scholar
  8. 8.
    Yee, N. (2006). Motivations of play in online games. CyberPsychology and Behavior, 9(6), 772–775. CrossRefGoogle Scholar
  9. 9.
    Papagiannidis, S., Bourlakis, M. A., & Vafopoulos, M. (2007). Banking in Second Life: marketing opportunities and repercussions. In 1st biannual international conference “strategic developments in services marketing”. Chios, Greece. Google Scholar
  10. 10.
    Castronova, E. (2005). Real products in imaginary worlds. Harvard Business Review, May, 20–22. Google Scholar
  11. 11.
    Hemp, P. (2006). Avatar-based marketing. Harvard Business Review, June, 48–57. Google Scholar
  12. 12.
    Barnes, S. (2007). Virtual worlds as a medium for advertising. ACM SIGMIS Database, 38(4), 45–55. CrossRefGoogle Scholar
  13. 13.
    Bartle, R. (2004). Pitfalls of virtual property. http://www.themis-group.com/uploads/Pitfalls%20of%20Virtual%20Property.pdf. Accessed 3 November 2004.
  14. 14.
    Berry, J., & Papagiannidis, S. (in press). Live music and performances in a virtual world. In M. Pagani (Ed.), Encyclopedia of multimedia technology and networking, Idea Group Reference: Hershey. Google Scholar
  15. 15.
    Manninen, T., & Kujanpää, T. (2007). The value of virtual assets—the role of game characters in MMOGs. International Journal of Business Science and Applied Management, 2(1), 21–33. Google Scholar
  16. 16.
    Lehdonvirta, V. (2005). Real-money trade of virtual assets: new strategies for virtual world operators. In Proceedings of future play. Michigan State University. Google Scholar
  17. 17.
    Lehdonvirta, V. (2005). Real-money trade of virtual assets: Ten different user perceptions. In Digital art and culture. IT University of Copenhagen. Google Scholar
  18. 18.
    BBC. Virtual worlds are ‘worth $1bn’ (2007). http://news.bbc.co.uk/2/hi/technology/6470433.stm. Accessed 9 April 2007.
  19. 19.
    Ondrejka, C. (2004). A piece of place: modeling the digital on the real in Second Life. http://ssrn.com/abstract=555883. Accessed 3 November 2006.
  20. 20.
    Linden Labs (2008). Economic statistics. http://www.secondlife.com/whatis/economy_stats.php. Accessed 21 August 2008.
  21. 21.
    Tiernan, B. (2000). E-tailing. Chicago: Dearborn. Google Scholar
  22. 22.
    Chaston, I. (2001). E-marketing strategy. New York: McGraw-Hill. Google Scholar
  23. 23.
    De Kare-Silver, M. (2001). E-shock: the new rules, e-strategies for retailers and manufacturers. Basinstoke: Palgrave Macmillan. Google Scholar
  24. 24.
    Dholakia, R. R., & Chiang, K. P. (2003). Shoppers in cyberspace: are they from Venus or Mars and does it matter? Journal of Consumer Psychology, 13(1/2), 171–176. Google Scholar
  25. 25.
    Dennis, C., Fenech, T., & Merrilees, B. (2004). E-retailing. London: Routledge. Google Scholar
  26. 26.
    Kearney, A. T. (2000). E-business performance. Chicago. Google Scholar
  27. 27.
    Vijayasarathy, L. R., & Jones, J. M. (2000). Print and Internet catalog shopping: assessing attitudes and intentions. Internet Research, 10(3), 191–202. CrossRefGoogle Scholar
  28. 28.
    Kotler, P., & Armstrong, G. (2007). Principles of marketing (12th ed.). Upper Saddle River: Pearson Education. Google Scholar
  29. 29.
    Laaksonen, H., & Reynolds, J. (1994). Own brands in food retailing across Europe. Journal of Brand Management, 2(1), 37–46. Google Scholar
  30. 30.
    Feinberg, R., & Kadam, R. (2002). E-CRM Web service attributes as determinants of customer satisfaction with retail Web sites. International Journal of Service Industry Management, 13(2), 432–451. CrossRefGoogle Scholar
  31. 31.
    Harris, K., Harris, R., & Baron, S. (2001). Customer participation in retail service: lessons from Brecht. International Journal of Retail and Distribution Management, 29(8), 359–369. CrossRefGoogle Scholar
  32. 32.
    McGoldrick, P. (2002). Retail marketing (2nd ed.). Maidenhead: McGraw-Hill. Google Scholar
  33. 33.
    Wright, C., & Sparks, L. (1999). Loyalty saturation in retailing: exploring the end of retail loyalty cards? International Journal of Retail and Distribution Management, 27(10), 429–440. CrossRefGoogle Scholar
  34. 34.
    Papagiannidis, S. (2008). From 2D to 3D: Making the transition from web to metaverse retailing. Cutter IT Journal, 21(9), 14–18. Google Scholar
  35. 35.
    Reynolds, J. (2008). Store Showcase: It may be a second life, but product quality is still number one in the Armidi Shopping Village. The Retail Digest, Summer, 34–39. Google Scholar
  36. 36.
    van Amstel, P.. (2000). An interchange format for cross-media personalized publishing. Computer Networks, 33(1–6), 179–195. CrossRefGoogle Scholar
  37. 37.
    Marsden, P. (2006). Introduction and summary. In J. Kirby & P. Marsden (Eds.), Connected marketing: The viral, buzz and word of mouth revolution (pp. xv–xxxv). Oxford: Butterworth-Heinemann. Google Scholar
  38. 38.
    Papagiannidis, S., Carr, J., & Li, F. (2006). M-commerce in the UK. In N. Dholakia, M. Rask, & R. Dholakia (Eds.), M-commerce in North America, Europe and Asia-Pacific. Hershey: Idea Book Publishing. Google Scholar
  39. 39.
    Papagiannidis, S., & Bourlakis, M. A. (2007). Advertising in the networked environment: Implications for fair use, media convergence and consumer privacy. In M. Quigley (Ed.), Encyclopedia of information ethics and security (pp. 15–22). Hershey: Idea Group Reference. Google Scholar
  40. 40.
    Mori (2002). The British mobile communications survey. http://www.mori.com/polls/2002/pdf/vodafone.htm. Accessed 29 January 2005.
  41. 41.
    Kerckhove, A. D. (2002). Building brand dialogue with mobile marketing. International Journal of Advertising and Marketing to Children, 3(4), 37. Google Scholar
  42. 42.
    Haig, M. (2001). Talking to the teen generation. In Brand strategy (p. 30). Google Scholar
  43. 43.
    Papagiannidis, S., & Bourlakis, M. A. (2007). The consumer ethics of the virtual environment: an aetiology. In M. Khosrow-Pour (Ed.), 2007 IRMA international conference (pp. 156–158). Vancouver: IGI. Google Scholar

Copyright information

© Springer Science+Business Media, LLC 2009

Authors and Affiliations

  • Michael Bourlakis
    • 1
  • Savvas Papagiannidis
    • 2
  • Feng Li
    • 2
  1. 1.Business School, Elliott Jaques BuildingBrunel UniversityUxbridge, MiddlesexUK
  2. 2.Business School, Armstrong BuildingNewcastle UniversityNewcastle upon TyneUK

Personalised recommendations