Local Action Plan to support the modernization, digitalization, revitalization and promotion of local commerce (PRTR) of Fuenlabrada

Khora advises the City Council in presenting ALÍATE con Fuenlabrada, a comprehensive project focused on awareness, digital transformation and fostering a more sustainable and resilient local commerce financed to support markets, urban commercial areas, non-sedentary commerce and short marketing channels of the Recovery, Transformation and Resilience Plan (PRTR) in 2022. One of the planned initiatives is to develop a Local Action Plan to support the modernization, digitalization, revitalization and promotion of local commerce in Fuenlabrada.

THE CHALLENGE

Local commerce in Fuenlabrada serves as key economic and social driver but faces significant challenges arising from competition from online commerce and large retailers, insufficient modernization and difficulty attracting new generations of entrepreneurs. Furthermore, the urban structure and increasing digitalization demand new strategies to revitalize these spaces citywide, particularly in the centre, including ground floor and markets and its eight shopping arcades located in high-density areas.

THE SOLUTION

The work carried out by Khora includes an in-depth diagnosis of the commercial sector across its various formats, data collection from statistical sources (acquired specifically for this purpose) and fieldwork. Comprehensive analysis integrates qualitative and quantitative techniques, incorporating participatory mechanisms and citizens, surveys interviews with key local commerce stakeholders and street level observations. Cartographic analysis combines spatial and statistical data at the city level, using different methodologies to facilitate strategic decision-making. The result of this spatial and participatory analysis led to definition of four Zones of Special Commercial Interest (ZICE) in Fuenlabrada, defined by population characteristics (income, age, nationality), commercial dynamics, infrastructures and public transport accessibility.

These characteristics have allowed us to propose an Action Plan comprising 18 actions structured around four main pillars: improving the urban commercial environment, enhancing commercial competitiveness through training and support, modernizing commerce with digital tools, and promoting local commerce.