A Call for Dialog: Besançon’s Mayor Addresses Retail Challenges

Besançon’s Mayor, Anne Vignot, has initiated a new dialogue with local retailers, emphasizing the critical role of commerce in the city’s vitality.This initiative aims to foster open discussions about the evolving retail landscape and its impact on the community. Vignot stated the importance of taking the time to exchange, sincerely, with our traders and reflect on the evolution of trade, highlighting the essential function of trade as a local service for the life of the city.

The E-Commerce Surge: Delivery Demands Strain City Infrastructure

The rise of e-commerce has dramatically impacted Besançon,with a staggering 20,300 deliveries occurring daily across the Grand besançon area. Within Besançon itself, this figure reaches 11,300 deliveries per day. this surge underscores the need for innovative solutions to manage urban logistics and infrastructure effectively. According to recent industry reports, online sales accounted for approximately 20% of total retail sales in France in 2024, a trend that is expected to continue growing.

shifting Landscapes: From Goods to Services in City Centers

Pascal Madry, Director of the Institute for the City and Trade, led a conference focusing on the evolution of consumption modes. Madry highlighted a important shift in city centers, moving away from customary retail towards service-oriented businesses such as restaurants, wellness centers, and aesthetic services. This transformation reflects changing consumer preferences and the need for retailers to adapt to survive.

From traditional trade in goods, the offer is now oriented towards service providers, catering, well-being and aesthetics.

Pascal Madry, Director of the Institute for the City and Trade

Historical Perspective: Retail Numbers Echo 1840 Levels

France’s retail sector peaked in the 1960s with 2 million stores, but has as declined to levels reminiscent of the 1840s. Madry emphasized this contraction with the statement: Fewer stores for more needs. This historical context underscores the profound changes reshaping the retail industry.

Market Share Dynamics: Large Distributors Dominate, City Centers Struggle

Large distributors control 60% of the retail turnover, with 67% of sales occurring in suburban areas. city centers account for only 11%, split evenly between physical stores and online sales. National brands are increasingly establishing localized distribution networks in city centers. Madry has cautioned about commercial overcapacity for two decades, noting that the commercial device is less productive, average expenses have hardly progressed since 2000 while commercial areas are larger with fewer jobs.

Textile Troubles: A Sector in Decline Impacts City Centers

The struggling textile sector has exacerbated the decline of city centers, experiencing stagnation for the past 40 years. While shopping was once the primary draw, city centers now attract consumers seeking dining, beverages, telecommunication services, and personal care.

Retailer Obligation: Addressing Customer Service Concerns

Madry’s remarks sparked debate among retailers,notably regarding customer service.While not explicitly stated, his comments implied that a lack of attentiveness contributes to the decline of self-reliant businesses. One tobacco shop owner retorted, We don’t need an expert to tell us to be kind with our customers. It is natural for each trader.

Vacancy Rates: Besançon Shows Resilience Amidst Economic Challenges

Besançon demonstrates resilience with a relatively low commercial vacancy rate,decreasing from 9% in 2021 to 6.1% in early 2025. Madry described Besançon as a Resilient city where the commercial vacancy rate is one of the lower in France. However, the broader economic climate continues to pose challenges for the retail sector. Existing retailers have welcomed the extension of the “heart of the city” initiative to major entry points.Despite this, many expressed disappointment with the lack of concrete solutions from the city hall, particularly concerning parking and security. Some retailers feel resigned, awaiting a new policy direction in 2026. One young retailer quipped, The commercial attractiveness of the city center will not be resolved with a statue on the market square.

Municipal Response: Addressing Concerns and Future strategies

Acknowledging the concerns of Besançon’s retailers, Mayor Vignot dispatched key officials to meet with them following the conference. Issues related to public disturbances, such as begging and alcohol consumption, have been escalated to the prefect and national police. regarding parking accessibility, the municipality is encouraging consumers to utilize bicycles as a primary mode of transportation.