Neubrandenburg asks: How is our retail sector doing?

Neubrandenburg asks: How is our retail sector doing?

There are signs of change in Neubrandenburg: the city is now starting a comprehensive data collection on retail, and the interest from local players is moving. The initiative aims to collect current information about the trading situation, purchasing behavior and companies' expectations. Strelitzius reports that the results of this survey will provide essential decision-making aid for the city's future commercial strategy.

The large survey is aimed at both local retailers and customers. An online survey will be available for companies to complete by November 15, 2025. This lasts around 20 to 30 minutes and addresses challenges, opportunities and development potential. Retailers are invited to select questions that are meaningful to them, accessing the survey at this link can be found.

Capture the mood of the customers

At the same time, the voice of Neubrandenburg customers is also heard. Your survey aims to capture perceptions, wishes and experiences and can be completed in just 5 to 10 minutes by November 22, 2025. The corresponding link to the survey is available here. The evaluation of both surveys is planned for spring 2026 and will be incorporated directly into the updating of the city's retail concept.

The main topics here will be digitalization, rising energy prices and sustainability - all challenges that are also discussed in the report by ibi research and DIHK on German retail in 2024. This not only points to the difficulties caused by a shortage of skilled workers and a decline in frequency, but also to the increasing burdens caused by repayments of Corona emergency aid and rising rents. The IHK Neubrandenburg highlights that over 50% of brick-and-mortar retailers are affected by shoplifting and would like to see stronger law enforcement.

Sustainability and digitalization in focus

What is particularly interesting is that 2/3 of retailers are committed to sustainability on their own initiative. However, only every second customer is satisfied with the progress in this area. Smaller retailers are often less well prepared for the challenges of digitalization - only 25% have a digitalization strategy. Stationary retail remains the strongest sales channel, but the share of multi-channel retailers is growing.

Another focus is on increasing regulations, which, according to 75% of retailers, are perceived as a negative influence. On average, traders spend an impressive 51 hours per month and spend €3,400 on bureaucratic requirements. These challenges now need to be addressed specifically using the results of data collection and solutions developed.

The Neubrandenburg city administration is tackling the issues and would like to use this data collection to set the course for positive development in retail. “We keep the perspectives of all stakeholders in mind,” emphasizes the city, and hopes for active participation in the surveys. Because one thing is certain: only with a strong community can we overcome the challenges of the coming years.