The Rise Of The Online Malls
An online mall is a collection of virtual storefronts on websites with online catalogues
, it also known as virtual mall. Virtual malls reduce the time needed by the customers to look for various goods. Some virtual malls use a shared shopping cart, with a single payment transaction, and a centralized customer service as provided by the mall host.
The virtual mall may vary from fully integrated sites to independent sites offering links to other sites. However, many retailers prefer independent sites so they can have better control of their brand image and customer relationship quality.
The online mall is a breakthrough in shopping because consumers need not leave the house or office to buy goods and there are no mall hours. One can shop anytime she wants because for every second and for every minute, the online mall is always open.
Moreover, many consumers have broadband internet at home and more so at work. The online mall's original target market was middle-income to high-income women who love to shop but has now extended to men as well.
When choosing an online mall, there are many options available. Fully integrated online mall sites have a wide range and array of products tabbed according to categories. There also are online shops from the same sector that are brought together in one website like a specialized online mall.
These sector-specific malls provide a route that can effectively channel its target market. Sector-specific malls are helpful to consumers who intend to buy only a certain product provided with many choices.
The online mall's online catalogue is analogous to the mail order catalogue. The customer adds her chosen items to the shopping cart using the "Add to Cart" option. From the shopping cart, the customer can edit the quantities of the items she wants to buy and "update" the desired changes.
The customer can choose to continue shopping for more items or to pay the selected items. When paying for the items, the customer chooses the mode of shipment and the mode of payment.
The customer's contact information has already been collected upon logging in so the shipment address will be reflected on-screen, same with the billing information which the customer must double-check. Once payment has been made, the goods will be delivered within the agreed time frame.
The success of an online mall lies on the suitability of their products to be marketed online. Many successful virtual companies deal with digital products such as music, movies, office supplies, education, communication, software, photography, and financial transactions. Other products and services include Apparel, accessories and footwear, Computer hardware and software, Autos and auto parts, and Home furnishings.
The online mall has become popular because more people are becoming adept with the use of the Internet and the computer. "As their experience and comfort grows, their spending increases," according to Dan Hess, comScore Networks Vice President and author of the study "The Ascent of the Precision Shopping Machine."
by: Jeff D McQueen
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