Creation of the European Capital of Small Retail (ECSR)
The briefing
For the first time, the European Commission is launching the European Capitals of Small Retail (ECoSR) initiative wishing to highlight and reward cities that actively support their small retail sector. Small retailers are vital to local economies, cultural identity, and social ties, yet they face growing challenges from large competitors, e-commerce, and the shift to digital and sustainable business models. This new initiative aims to celebrate their contribution, increase their visibility, and encourage practical solutions that help small businesses adapt and thrive.
The solution
VO Europe is assisting in managing the competition, from creating its visual identity to crafting a communication campaign that launches calls for proposals and enhances the visibility and resonance of the initiative’s objectives, as well as the providing the winning cities a platform to promote their small retail projects. The technical assistance encompasses organisational and administrative tasks, the definition of the award criteria and evaluations, award ceremonies, delegation programmes, webinars and workshops for winning cities, as well as promotional and networking activities that showcase small retail sector’s impact on local communities and its significance on a broader European level.
The results
VO Europe contributes to the definition of the overall award (categories, rules of competition, selection of experts and awarding process) for the three categories of cities, the organisation of two editions (2026 and 2027), the marketing campaign to promote the competition among 350 EU and SMP countries, the organisation of several webinars and workshops and awareness-raising and promotional actions for the winning cities.
