Urban retail is facing great challenges. The pressure has been building by the dominant big box and franchise model together with the disruptive force of e-commerce - both working with high volumes and thin margins - and it is now compounded by the economic crisis and change of habits resulting from the pandemic.
How do we introduce the digital paradigm, with all its advantages and potential, into brick-and-mortar retail so it can raise retail’s competitiveness in the data economy and also raise the value of in-store experience?
Retail must be profitable to thrive. The downward pressure on prices and upwards in costs (high rents, decent wages) demand new business models, new sources of income.
Commerce articulates life on the streets. We want retail stores that are attractive to citizens and served by people in a relational rather than a transactional environment. Lively, people-centric retail is at the heart of city life.
We envision a retail model that does not need to sell unsustainable volumes of unnecessary products, but rather an informative and experimental business that adds value to citizens without damaging the finiteness of the planet's resources.
The approach focuses on creating a layer of data that quantifies the most relevant elements of the business and supports intelligent recommendations for buyers and retailers while exploring the concept of retail as media, as spaces where the store, the bands and the city can reach users.
Beyond the benefits for each store, measurable results are expected among the different shops and with the neighborhood as a whole. Shopping should become a seamless experience in multiple stores, guiding the user through the exploration and buying process.
The goal is to deploy a richer experience both in-store and between them, expanding the value of going out shopping.
Guided by CorEixample, the Lab has selected four shops representing the diversity and potential of urban trade according to the criteria set by the project.
Get to know them→
APril, May, JunE 2021
The Lab will be in operation from the beginning of April to the end of June 2021 and will analyze store dynamics as well as their potential for relationship with users in the context of creating new value.
Once the project is completed, the results and findings will be published in a report and be used in developing a proposal for scaling the project
We have been Barcelona's leading florist for over 65 years. With our own workshop and excellent floral designers, we are committed to local farmers as well as to the environment, without ever forgetting our personalized treatment.
We are a leading store in Europe, dedicated to the world of mountaineering, trekking, climbing, skiing and the outdoors. A paradise for Mountain Sports lovers.
We are a comprehensive beauty salon, image workshop, hairdressers and beauticians. With personalized attention and exclusive treatment, we use organic products and advanced technology.
We are a cafe in the purest Italian style specializing in sweet and savory croissants, and a varied selection of pastries. Relaxed and cozy atmosphere for breakfast or a drink accompanied by an aperitif.
Discover the technological proposal →
Barcelona City Council, through Barcelona Activa and the Commerce Department, offers support and growth services to retail small companies and self-employed professionals and has launched various initiatives for the digitalization of shops, such as access to a specialized technical support service to support them in the developing online presence, strategy, management and sales. With this Retail Lab, it takes a step further, making the most advanced technologies available to small businesses and at the same time providing a real testing environment for companies that develop cutting-edge technologies.
The Cercle Tecnològic de Catalunya (CTecno) is a private non-profit foundation open to people, companies and ICT professionals. The objectives of the Foundation are: to be a reference, dynamizer and meeting point for the ICT sector. To be a decisive and influential actor on the agenda of the key actors (public and private) in the ICT and digitalisation sector. To enable debate, analysis and dissemination of the current state and future challenges of the digital society and encourage and develop digital talent and bring technology to the third sector.
The association of retailers and professionals was started in 1994, with the aim of socially and economically revitalizing the stores to the Right of the Eixample (between Còrsega, Passeig de Gràcia, Passeig de Sant Joan and Trafalgar), providing services to retailers, organizing, informing and making the Right of the Eixample a better place to shop, work and live.