Shoe chest in Wittstock: Moving brings new challenges for retailers

Shoe chest in Wittstock: Moving brings new challenges for retailers

Kerstin Schröter opened her shop “Schuhtruhe” about a year ago on the charming Poststrasse in Wittstock. The new location, at around 55 square meters, around half the size of the previous store on the market square, was primarily intended to help reduce operating costs. Although the move raised many expectations, the response from the population fell short of hopes. “The city center is simply empty,” says Schröter, who feels the growing pressure of online retail.

Passers-by often visit her small, cozy shoe chest while on their way to the market square. But the city center is having a hard time: Doreen Unze, another shoe retailer from the region, reports insufficient parking options, which forces many customers to drive to nearby Deichmann, where free parking is offered. In this competitive environment, several local shops, such as Schuhhaus Unze, have decided to close on Saturdays, which does not exactly mean a revitalization of the city center.

Competition from online trading

The changing purchasing behavior of consumers is another big topic that Kerstin Schröter had to address. According to [Wirtschaftsforum](https://www.wirtschaftsforum.de/news/digitalisierung-im-schuhhandel-wie-online-plattformen-das-kauf Behavior-veraendern), 58 percent of young buyers up to the age of 29 buy shoes online. The diverse options on the Internet and the need for flexible availability are a decisive factor for many. “I would like more customers, but I’m not complaining,” says Schröter, who also runs a second branch in Neuruppin, where business is better.

In Neuruppin the problem pressure may be lower as more tourists and events in the city guarantee a better flow of buyers. Digital transformation offers opportunities for increased sales and efficient processes, but smaller retailers often have some catching up to do. “Showroom effects” are also a trend where customers look in-store and then buy the products online.

The challenge of the city center

The topic of inner city revitalization is central to many small towns. As in the case of Wittstock, Kyritz, Pritzwalk, Nauen and Falkensee also fight against the quiet shopping streets. Andrea Gawenda from “Petras Schuhmode” longs back to the time before the Corona crisis, when purchasing behavior seemed even more stable. “The city center needs to become livelier again,” she demands.

So the challenges are clear. Safe parking options, interesting offers and a stronger connection to online platforms seem necessary in order to keep up with the large retail chains. Many buyers are willing to pay more for more sustainable products, which certainly represents an opportunity for local retailers. To give just one example: According to the study by EconStor, the future of inner cities lies not only in traditional revitalization, but also in dealing with digital reality.

For Kerstin Schröter, it remains a challenge to convince pedestrians in Wittstock to find their way into her small but beautiful shoe chest. Even if the circumstances do not seem ideal at the moment, she is not discouraged. “There’s something going on,” she concludes optimistically. The business is a matter of the heart, and perhaps with a little more togetherness and innovation, change can be initiated in Wittstock's city center.