Bergamo 2.

(035)

[Disappearance of Neighborhood Stores]

How to change people mindset in order to focus on other features instead of just price How to features instead of just price
Emanuela Rondi (e.rondi@studenti.unibg.it )

10|08|12 Univesity of Bergamo

[Evolution Flow]

Time line

Prehistory

Renaissance

XIX XX century

XX XXI century

[Definitions]
[Neighborhood Stores]
Small store which sells a narrow range of product. It is usually located in village or in little town.

[Shopping Center]
Mercantile establishment consisting of a carefully landscaped complex of shops representing leading merchandisers, usually includes restaurants and parking area

[On-line Store]
It is a form of e-commerce whereby consumers directly buy goods or services from a seller over the Internet without an intermediary service.

[Bergamo: more than 44 Shopping Center]

AWG OUTLETS BERGAMO SRL Albano Sant'Alessandro MIGROSS SPA - Almenno San Salvatore VAL SAN MARTINO SRL Ambivere INIZIATIVA 13 SRL Antegnate FINSER SPA - Azzano San Paolo COIN SPA Bergamo ESSELUNGA SPA Bergamo OVIESSE SRL Bergamo AUCHAN SPA Bergamo ZERBINI B & G SRL Bergamo IL GIGANTE SPA Bottanuco IPER MONTEBELLO SPA Brembate BARCELLA ARREDAMENTI SAS Brusaporto PADANA SUPERIORE SPA Caravaggio NUOVO SUPERSHOPPING SRL Castelli Calepio RUGIADA - Cisano Bergamasco TECNOCOVERING SRL Ciserano PEDRONIMOBILI SRL Cortenuova CISALFA SPORT SPA Curno LEROY MERLIN ITALIA SRL Curno SELF G5 SRL Curno ESSELUNGA SPA Curno EUROCOMMERCIAL PROPERTIES ITALIA SRL Curno ITALFRUTTA SPA Gorle ZERBIMARK SPA - Grumello del Monte VIRGILIO SPA Mapello GRAN MERCATO DEI COLLI Mozzo DOSS SPA Nembro ESSELUNGA SPA Nembro FINSER SPA - Orio al Serio L'ARTIGIANA DEL MOBILE 2000 SRL Paladina GIORI SRL Rogno FAMILY MARKET SRL Rogno ZERBIMARK SPA - BENNET SPA Romano di Lombardia SVILUPPO SAN PELLEGRINO SRL San Pellegrino Terme ITALFRUTTA SPA Sarnico LEROY MERLIN ITALIA SRL - Seriate IPER MONTEBELLO SPA Seriate SEMERARO CASA & FAMIGLIA SPA

Stezzano ALTACERRO SRL Stezzano LOMBARDINI REZZATO SRL Treviglio EDIL COFFETTI SRL Urgnano PALAZZO DELLA MODA SRL Urgnano CENTRO COMMERCIALE - Verdello

(source: Bergamo Economica)

[So far in Italy]

Closure of stores

Increasing of online shopping

In 2011

150,000
Stores CLOSED due to the crisis and high level of oncurrence of malls and on-line stores

In 2012 +20% compared to 2011 Turnover: 9,5 BN (12,3 BN USD) More than 10 MN users

(e-Commerce Netcomm Forum di Milano)

[Outlook]

DEPOPULATION of small areas

Services

[Values]

Neighborhood stores cannot compete in price with malls and online stores because of they exploit economies of scale.

BUT Is price the only important characteristic?

How to change peoples mindset in order to highlight other values of neighborhood stores such as social, geographical and economic value?

[Who are the actors involved?]

Neighborhood Store

Consortium

Customers
Supply Chain

Shopping Center
Local Authorities

[State-of-the-art]

Commercial Districts

Fidelity card

Valle Brembanas project

[Questions]

How to face the problem of commercial shift from small to big stores?
Are they really in contrast?

How to mantain both, leveraging on the individual positive features?

How to consider e-commerce as an instrument insted of a threat to existing stores?

[How can these small stores be integrated in a network order to delivery a service which cannot be evaluated just by price but gives some adding values?]