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“The challenge is to think differently about how to use this space to connect with customers,” LeGoues says, citing Starwood Hotels & Resorts Worldwide. In September, Starwood launched its newest chain, Aloft, in Second Life, even though it doesn’t plan to open a bricks-and-mortar version until next year. The virtual hotel is designed to prompt feedback from guests, thus playing a role in guiding the development of the real-world version.

Bruce Richardson of AMR Research encourages retailers to test drive the virtues of virtual business by hosting an exclusive sale or arranging a focus group.

“Too often, businesses get caught thinking that their brand-building options are limited,” he says. “Who would have thought that consumers would seize the opportunity to create YouTube videos hawking brands?” Second Life, Richardson says, “represents a chance to take a different approach.”

Nita Rollins, director of thought leadership for Columbus, Ohio-based Resource Interactive, describes Second Life as a “giant canvas of passions and worldly appetites” that should be closely studied by businesses.

“With Web 2.0, it’s people-to-people now and that’s why Second Life is taking root,” she says. Retailers “need to figure out how to deliver an experience that’s on brand, sustainable and participatory” without falling into what Rollins calls the “cut and paste” trap.

“Second Life is a world where businesses need to challenge the norm,” she says. “If you just do the ‘same old, same old’ you can expect to see tumbleweeds outside your store.”

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