Are You Ready for E-tailing 2.0?
Paul Hemp, Harvard Business Review, October 2006
The shopping experience in these online stores is still pretty rudimentary.
But virtual-world commerce is becoming ever more sophisticated, and people will soon be able to replicate online the sort of experience they have in the real world.
As the experience becomes more realistic, there will be a return to the "social and recreational aspect of shopping," a crucial element of the bricks-and-mortar retailing that was lost when retailers went online, says Bob Moore, a sociologist at the Palo Alto Research Center who studies virtual human interactions.
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