Retail concept

What is a retail concept?

A retail development plan should be understood as a strategic tool for guiding sustainable and forward-looking citywide retail development. It enables town centers and key commercial hubs to be preserved, strengthened, and thoughtfully developed to ensure their role in meeting local needs.

The first retail concept for the pilgrimage town of Kevelaer was developed in 2008 by GMA (Gesellschaft für Markt- und Absatzforschung mbH, based in Cologne) and updated seven years later by the same firm.

How does the update process work?

The pilgrimage town of Kevelaer is currently updating its 2015 retail development plan. Since the previous plan was drafted, the broader conditions in the retail sector have changed significantly. Digitalization and online retail, demographic change, and shifting shopping and consumption habits are presenting new challenges for downtown areas and retail locations. The update is therefore intended to adapt the retail concept to current and future requirements.

The goal of the new retail concept is to specifically strengthen Kevelaer’s downtown area, ensure local access to goods and services in the long term, and sustainably guide retail development throughout the city. The pilgrimage town of Kevelaer has commissioned CIMA Beratung + Management GmbH of Cologne to develop the technical aspects of the plan.

The update is a multi-step process that involves various stakeholders. In addition to the technical assessment and analysis, policymakers, business owners, and the general public will also have an opportunity to voice their opinions.

At a kickoff meeting in the summer, the administration and the contracted firm agreed on the approach and timeline for the update. The public was then informed about the upcoming process and the associated opportunities for participation in a press release.

An important next step is the first meeting of the working group at the end of September. During this meeting, the findings to date will be presented and discussed collectively. The working group will support the update process and contribute diverse expert and local perspectives to the process.

Now it’s your turn!

An online survey of citizens will launch at the same time as the first working group meeting. Through this survey, we’d like to learn how you perceive the retail sector in our city.

Your experiences and insights are an important complement to the technical analysis. After all, a retail concept should not only focus on numbers and sales areas, but also take into account the actual needs of local residents.

So please take a few minutes to share your opinion with us.

The survey will be available from September 28, 2026, through October 31, 2026, at the following link:

kevelaer-retail.getinvolved.app

The survey results will be analyzed together with the other findings and incorporated into the further development of the retail concept.

We look forward to your participation!