Now that Thanksgiving has officially given way to all-hands-on-deck shopping madness, the NYT has weighed in with a special section, no less, on retail.
Things That I Learned, by little Lizzie Goodman, age 28
- the continuing importance of “old-fashioned” physical installations as guarantors of continuity and trustworthiness:
Melissa Payner-Gregor, chief executive of Bluefly.com, agrees that old-fashioned stores have their advantages.... "The consumer feels that if there's a flagship store it lends credibility to the whole thing," she said.
- The high correlation between the introduction of digital technologies into an interaction and the probability that reporters will characterize said interaction as “seamless.”
- Malls apparently are finally turning into full-time communities:
Department stores have been replaced by multiplex movie theaters and Cheesecake Factories, with condominiums clustered on the outskirts.
Seamlessness, or lack thereof
I’m especially interested in the adjective “seamless.” Significantly, it’s repeated twice in the article – strange for an adjective that’s usually applied to computing, especially tangible and mobile computing.
I spent much of last summer studying the rhetoric of ubiquitous / tangible / mobile / pervasive computing: “seamless” isn’t an innocent word. It usually indicates a kind of optimism about the ability of certain (mobile, pervasive, tangible, etc) technologies to deliver constant, homogeneous experiences and the desirability of doing so. It’s a loaded word, especially in an article about the relationship between e-commerce and physical shopping.
An article that begins and ends with an anecdote about the difficulties of shipping a rug bought from a website doesn’t suggest that the movement from physical to online shopping is seamless in any sense of the word. It suggests that such movement has become prevalent. There’s a difference, and it’s a really annoying difference for all those people trying to buy and sell rugs. As with the article, it’s easier to declare that an experience is to be “seamless” than actually to make it so.
What the article actually suggested to me is something that Matthew Chalmers brought up a while ago, building on some key ideas from Mark Weiser:
Making everything the same is easy; letting everything be itself, with other things, is hard.
The question of "being itself" is harder than it sounds. Shopping is a good example of a larger point: that the transitions between physical and virtual experiences (especially socially complex and emotionally-bound experiences) aren’t ever going to be seamless in the way that the rhetoric promises. These transitions are necessarily noticeable and meaningful because they depend on the way people physically experience the world. Which is to say that Payner-Gregor has a point: the physical world is believable in a way websites aren’t. And that, unlike websites, malls and mall space are swiftly becoming places where we can make homes. No matter what you think of the, um, ubiquity of shopping in American culture right now, the transitions between even seemingly-united states of consumption are meaningful.
In honor of seamless shopping, some more references
Brick-and-Click shopping
Koolhaas’ Guide to Shopping
Prada, Property, Praxis, by Adam Greenfield
Fragments from Benjamin’s Arcades
The evolution of the shopping mall
Malcolm Gladwell on the birth of the mall
Woodward, I., Emmison, M., and Smith, P. (2000) 'Consumerism, disorientation and postmodern space: a modest test of an immodest theory', in British Journal of Sociology, Vol 51, No 2: 339 – 54 (skip to the last para)
Please Steal Christmas