Valladolid, Spain

Main issues must be clearly stated

The City Council of Valladolid has signed an agreement with the University of Valladolid with the aim of collaborating in the application of innovative technologies in local commerce. This agreement is part of the municipal project 'Valladolid, proximity city', co-financed with European funds Next Generation.


Main facts/points outlined in body of text

  • The University of Valladolid will develop a study of the preferences and reactions of potential customers of local stores.
  • The agreement, which will be in force until April 30, 2024, has a total budget of 241,685 euros, of which the University of Valladolid contributes 18,513 euros and the city council 223,172 euros.
  • The project 'Valladolid, close city' has a budget of 1.5 million euros and includes 14 actions to strengthen commercial activity by boosting competitiveness, innovation and modernization of the local commercial offer linked to the arrival of visitors to tourist commercial areas.
  • Thus, it aims to turn the city's local commerce into a consolidated, competitive and sustainable tourist product that increases its attractiveness as a multi-experience destination, while strengthening and improving the experience of local consumers.
  • Among the planned actions, the competitiveness of businesses will be boosted through the application of innovative technologies that study the tastes, preferences, reactions and sensations of local consumers and tourists through neuromarketing techniques.
  • The perceptions of potential customers will be collected in order to analyze the impact on them of the businesses' web pages or the arrangement of products in the shop windows and inside the establishments.
  • In this way, the aim is to increase traffic at the point of sale and respond to the needs of consumers, in addition to providing recommendations to retailers to design strategies to improve the visual appeal of businesses. This initiative will be developed by the University of Valladolid through its Chair of Innovation for Commerce.