A virtual mall has launched this week that hopes to become a destination for consumers to browse stores on the web in a similar way to how they would in real life.

Mallplace.com, which has been developed by Pollock New Media, features high street and online stores. The company has developed affiliate relationships to earn money when consumers click through from the mall onto retailers’ sites to purchase items.

The company has active affiliate links with retailers including Currys, PC World, Argos, Game, HMV, New Look, Dorothy Perkins, Carphone Warehouse, Asda and Woolworths.

Consumers can browse different areas of the mall such as fashion or electricals, then click through to individual retailer pages, where Mallplace provides further details of the retailer as well as any special offers they are running on their sites. From there the consumer can enter the retailer’s site and most sites will run in a window that allows the consumer to return to the mall.

Both 3D and 2D views of the mall will be available and consumers can also use a search facility to navigate to a particular retail brand.

Pollock New Media founder Ken Lemond said that the company intends to make use of viral marketing and blogging to promote the site.

He added that as well as generating income through the affiliate marketing model, the site will let retailers pay to boost their presence within the mall, through bigger or better stores and advertising opportunities within the mall.

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