Co-creation and evaluation

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The real cause of the problem, however, lies in the fact that fewer visitors come to shopping areas in city centres and that fewer purchases are made. It is therefore obvious to focus on the visitor. That some visitors need technological gadgets while shopping and that many visitors appreciate a clean, safe and secure shopping area is beyond dispute. However, focusing on an aspect such as technology distracts from the real problem and is therefore not advisable.

The emphasis should be on keeping city centres vibrant and therefore on those who keep brother cell phone list the city centre vibrant, the visitors. This means that a similar customer-oriented or visitor-oriented approach should be chosen for shopping areas as Cor Molenaar proposes for shops in “Het Einde van Winkels?” (The End of Shops?). We should learn from visitors to find out their needs and in this way create a city centre where people feel comfortable and where they can enjoy themselves and do their shopping efficiently and without frustration. This can be done in a way in which visitors only participate passively, by being observed. However, visitors can also be actively involved, for example by interviewing them or in focus groups or independently generating new ideas with which shopping areas can better serve the visitors. This is co-creation: organisations that have an interest in a vibrant city centre, such as the municipality, shopkeepers, catering establishments and property owners, jointly create a city centre with the visitor that is more than worth visiting.

The developments in the field of online shopping require innovative strength. It is necessary to be able to respond flexibly, quickly and perhaps even rigorously to new developments if you want to prevent changes from leading to an irreversible downward spiral. This requires a strong awareness of the fact that different parties have common interests. The problems of this moment and of the coming years are of such a level that these parties must work together in different compositions on different themes.