Commercial Development

Survey on consumer behavior in the Lyon region

Since 1973, the urban community includes a consumer behavior monitoring division. The results of the surveys were used as a basis for directing the 1994 Commercial Urban Planning Master Plan, and later, for the 2004-2010 Commercial Urban Planning Master Plan.

The survey on consumer behavior is therefore an ideal tool to understand how the territory is organized in consumer pools and sub-pools. It expertly describes the way the different sections interact, enables the geographic origins of the clientele of a commercial segment to be precisely identified, and measures, for a given population, the impact of the main shopping areas available.

The Fall 2001 survey was conducted on a sample of 4,900 households. It covered an area of 2.1 million inhabitants, distributed over 151 geographical sectors. It took into account the food and non-food bill of the households, i.e. a potential 8.8 billion euros, as well as some service expenses.

The 2004-2010 Commercial Urban Planning Master Plan

Like its predecessor, the aim of this new plan is to maintain or reinstall a balanced situation in the Lyon conurbation's commercial framework

Based on multiple prospective analyses (demography, commercial offer, consumer behavior, distributor strategies), and including the scheduled creation of two commerce and leisure centers, Confluence and Carré de Soie, it forecasts the development potential of each "life basin" according to the sensible evolution of the commercial offer, respecting the town centers and their quality of life.

3 key principles to guide commercial development

One constant factor: a forward-looking commercial urban planning

	Consultation between partners
	Consultation with economic players upstream of projects (project briefs, MAPIC trade show, meetings, etc.)

1-Concerning central installations

	Renew the principle of giving priority to town-center and neighborhood trade, sedentary and non-sedentary.
	Encourage the preservation, reinforcement and reinvigoration of the existing network through denser urban polarities
	Allow the creation of new centers, as long as:

- they are in the urban area,

- they fit in with the urban renewal plan,

- they concern either emerging needs (leisure, for example), or are complementary to the existing supply.

2-Concerning peripheral installations

	No creation of new centers out of nothing.
	Maintain the principle of fully utilizing the surfaces on the city's edge, regardless of whether they are isolated or part of a center.
	Take into account the need to renovate certain peripheral centers. Within this context, apply the principle of boosting to a certain degree the existing commercial offer, by implementing a real refurbishment and modernization effort. Nevertheless, these actions must preserve a balanced economic situation, both in the consumer pool in question and the whole conurbation

3-Concerning competition

Introduce the principle of refusing the evolution of any monopoly or dominant situation, in order to maintain the diversity of the offer at all levels: territory, distribution type, concepts, activities, brands.