Text A. Urban center

Cities in Europe are often characterized by an urban center with commercial streets in which numerous independent stores are located. These stores are often family-owned, small, and specialized, and the employees tend to have an in-depth knowledge of the product and a greater focus on customer service.Small retailers located in shopping streets are losing customers every day; these stores eventually close, and over time cities slowly begin to lose their cultural and economic vibrancy. This has led European public authorities to take action to improve the management of their cities' commercial centers and the shops therein. It could be said that traditional urban small trade of shopping streets has become an endangered species.

Text B. Large Malls.

Commercial development, in contrast, has been characterized by the emergence of large malls located on the outskirts of cities. These malls have led to the displacement of consumers toward these urban peripheries, thus hurting the more traditional urban retail trade. Although customers perceive clear differences between malls and shopping streets there is a high percentage who prefer to do their shopping at malls mainly because of their wide and varied commercial offerings, price, product category, and/or convenience. Also, they value the greater spacial convenience and the entertainment element.

Text C. Consumer 3.0

At the same time, since the early 2010s the emergence of consumer 3.0 has begun. The influence of sociocultural shifts on this consumer's purchase behaviour is highlighted, especially factors that are technological, social, or emotional in nature. Today's consumers want to feel more in control and technology has helped them. They do not want to sift through irrelevant information, lengthy explanations, or anything not immediately important. In this context, consumer behaviour, which is sometimes guided by self-related motives rather than by rational economic considerations, represents one of the greatest interests of business managers due to their need to adapt their companies' strategies to the new frontier. Current research stresses that survival in today's economic climate and competitive retail environment requires more than just low prices and innovative products.