If one drives to the outskirts of any major city or suburbs of many metropolitan areas, steel buildings are the largest structures one will see. Since the 1980s, more and more shopping malls have developed unique architectural design. Innovated by Wal-Mart, the world's largest retail chain, shopping malls have taken the shape of square metal buildings.
In popular culture, retail outlets such as Wal-Mart and Target have been nicknamed "Box stores". The name is apt as they look like giant metal boxes. They have been criticized for their esthetics. Many consumers feel alienated by the imposing and cold structures in which they shop in. In response, many retail outlets have painted their metal boxes in their corporate colors. Still this has done little to quell the opposition to these types of retail outlets.
In many communities across North America, Wal-Mart has established a monopoly over all retail business. It has put many supermarkets and entire shopping malls out of business. Everything from food and household products to clothes and compact discs are sold by Wal-Mart. Much criticism has been leveled against the company for completely eliminating all choice.
Besides eliminating choice and wiping out the competition, many people chafe with the metal structures of these retail outlets. Unlike the shopping malls of the past which were housed in brick and cement, the new retail outlets are all metal behemoths. Many critics argue that in the past, shopping mores had a friendlier, warmer and human feel to them. Shopping, they argue, used to be a pleasure. In contrast, the box stores are not only ugly but take away the joy of shopping. These critics say that they feel reduced to consumer automons.
However, there is a practical reason why Wal-Mart has chosen to design their retail spaces in the manner that they have. The reason why they are the world's largest retailer is that the metal structures they use are cheap and fast to erect. It takes only a few days to erect their huge outlets. The costs of maintaining these shops are lower than if they used brick and cement structures. Wal-Mart argues that in order for them to keep their prices as low as they are, they must reduce all their costs. If they housed their stores in traditional structures, the consumer would be forced to pay more. In response to criticism about the look and feel of their stores, the company replies that their logo of the happy smiley face is tested and proven to create a cheerful atmosphere. Wal-Mart also argues that it places customer service above all else. It argues that a friendly and helpful staff makes the experience of shopping the most pleasant it can be.
Wal-Mart has constructed the largest steel buildings in North America. In doing so, they have completely changed the face of consumer shopping. Besides low prices, one key to its success has been that it has been able to construct many outlets across the continent very cheaply and have been able to create a near monopoly in the retail shopping market.
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