What are CIMA studies
retail trade CIMA study gives the city of Kufstein good marks
Study of retail locations in the KUUSK and Regio3 region shows positive developments for the city of Kufstein in retail. The fortress city is likely to deal with the topic of online trading in the future.
KUFSTEIN (bfl). Stadtmarketing Kufstein presented the results of a recent study on the subject of retail on Tuesday, February 5th in Kufstein. The fortress city scores very well in comparison, but at the same time is confronted with a migration to online trading.
As early as 2014, the Kufstein city marketing commissioned a study with the aim of collecting figures on the Kufstein trading location. Four years later, in 2018, the study was renewed. This time the KUUSK Leader Region commissioned "CIMA Consulting + Management GmbH" to carry out the study - this in communities of the Leader regions KUUSK (Kufstein and surroundings, Untere Schranne, Kaiserwinkl) and Regio3 (Pillerseetal, Leukental, Leogang). The total costs for the study amounted to around 70,000 euros, with the costs incurred for the twelve communities in the KUUSK region being borne by the Leader association.
Around 2,000 household interviews were carried out with the study within nine months. As part of this so-called “quality check of local supply in the KUUSK region”, a comparative analysis was also carried out for Kufstein.
Online trading brings strong competition
Roland Murauer, Managing Director of CIMA and author of the study, summarized the result of this comparison for Kufstein in five key statements at the presentation in Kufstein. The general conditions for retail in Kufstein - such as population, employment and prosperity - can also currently be rated as good. While locals are less likely to be loyal to the city of Kufstein when shopping in a four-year comparison, the fortress city is becoming more attractive in the surrounding area.
The strongest competitor for the Kufstein trading location is online trading. "The online trade strikes mercilessly," says Murauer emphatically. More and more people prefer to order goods online than go to a shop in the fortress city. This is also shown by the comparison: 83 percent of the total purchasing power volume remained in Kufstein in 2014, in 2018 it is only 79 percent. According to the study, the greatest decline in purchasing power was found in medium-term requirements (clothing, shoes, stationery, etc.). In comparison, this fell from 80 percent in 2014 to 73 percent in 2018.
Nonetheless, retail sales and space productivity have increased for Kufstein. For example, the total effective purchasing power is 7.7 percent and the area productivity is 5.2 percent. Kufstein also scores very well in comparison with other "inner city" shopping locations. In the ranking of shopping attractiveness according to school grades, the fortress city ranks first with St. Johann in Tirol with a grade of 1.7, followed by Rosenheim with 1.8 and Kitzbühel with 2.1. With a school grade of 2.8, Wörgl is also behind in the ranking.
Recommendations for the city
CIMA recommends creating space for small, manoeuvrable units in the urban retail world. This refers to young entrepreneurs with new concepts and so-called "concept stores" that, among other things, get involved in several product lines. Kufstein should also be an interesting business location for new gastronomic trend concepts.
A digitization offensive is also essential for a successful retail location. Entrepreneurs in retail should get help with going "online" and presenting their business online via a homepage and making it discoverable. In addition to a stronger presence in the catchment area, Roland Murauer also recommends using advantages of the city, such as the fortress, for the image in the trade - this also in the area of day tourism. According to Murauer, the fortress city could sell itself with its qualities as a highly interesting, multifunctional excursion and visit location.
"For us, the results are by and large a very positive confirmation," says Thomas Ebner from Stadtmarketing Kufstein. Ebner is convinced that the fact that retail space will be eliminated in favor of online trading is a topic that will certainly occupy the city in the future. "For us it is important to sensitize dealers to this topic next," said Ebner. Innovative concepts will be supported and the existing online platform will continue to be made available to Kufstein companies. But channels for a "cross-media" presentation should also help Kufstein shops to stand out.
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