As Londrina  approaches its 90th anniversary this December, the city celebrates its achievements on multiple fronts, particularly in its economy. Notably, like the rest of the country, Londrina has emerged from the challenging period of the pandemic. One example of its recovery is its leadership in franchise openings: between 2022 and 2023, Londrina ranked first nationwide in this category, according to a study by the Brazilian Franchising Association. 

The city’s economic vitality is further demonstrated by its job creation figures. The Services sector, coupled with Trade, contributed to a net gain of 7,000 jobs last year. This economic success is reflected in other correlated indicators, such as Londrina’s recognition as a sustainable and innovative city.  In the Bright Cities platform ranking, Londrina stands out as the top city in Paraná, second in the South region, and ninth in Brazil. These and other benchmarks have placed Londrina among the 50 largest economies in Brazil, according to the Brazilian Institute of Geography and Statistics (IBGE, 2023).

While the present provides much to celebrate, Londrina’s future demands planning, effort, and continuous investment. That is why, since 2021, a group of companies, organizations, higher education institutions, and public authorities has formed the Governance Council. This group analyzes the local economic scenario, proposes initiatives, and fosters innovation and development. This working group has already surveyed the panorama of recent trends, and, based on this data, has set objectives to guide Londrina’s progress for the next four decades.

From these efforts the project “Structuring and Implementing the Londrina Commerce Innovation Center” was born, coordinated by Professor Marli de Lourdes Verni, from the Department of Administration. She explains that this research made it  possible to identify “the pain points in commerce.” Additionally, the Working Group meets monthly to discuss and define  strategies. Participants in this initiative include UEL (State University of Londrina), the Commercial and Industrial Association of Londrina, Senac (National Service for Commercial Apprenticeship), Sebrae (Brazilian Micro and Small Business Support Service), Sincoval (Retail Trade Union of Londrina), CODEL(Londrina Development Company), Fecomércio (Federation of Trade in Goods, Services, and Tourism of Paraná), among others.

One of the most positive aspects of the Working Group and the project is its emphasis on fostering a culture of innovation. This approach goes beyond high technology including the development of prototypes, new services, and improved methods for customer service and product display. The project aims to promote innovation based on the “quadruple helix” model, which involves collaboration between academia, government, the business sector and organized civil society.

The challenges identified by the project include issues related to the financial management, reluctance or distrust toward adopting o new technologies (such as Pix), and a tendency to avoid innovations that deviate significantly from traditional practices. Additional concerns involve competition from e-commerce, safety for business owners and customers (involving public authorities), and a common problem in big cities: parking availability. Even shopping malls face challenges such as accessibility (distance), the need for technological updates, experimenting with new ideas, and competition with online stores. According to Professor Marli Verni, some of Londrina’s business owners  are hesitant to innovate due to their attachment to long-standing, often familiar, traditions and practices.

However, Professor Marli emphasizes that “Street commerce is not going to die.” As an example, she highlights Sergipe Street, an iconic hub of local commerce and a symbol of Londrina’s decades-long history and memory. “Sergipe Street is a laboratory,” she summarizes. Similarly,  many other streets in Londrina share these same characteristics. Streets such as Guaporé, in Vila Nova, and Duque de Caxias in the downtown area, have also become the focus of studies conducted by researchers from UEL. 

This interest is partly due to the local traders’ expectations, which are beginning to be addressed through the project’s actions in collaboration with various institutions. For instance, training sessions for store managers and employees have been organized with the support from Senac and Sebrae. “We bring in speakers who encourage them to experiment and explore new possibilities,” explains Professor Marli.

Innovation Center

The Innovation Center proposed by the project is being established at Sincoval (Governador Parigot de Souza Street, 220, near City Hall) in the Google Room, an interactive environment equipped with workstations and other resources. This space will host activities such as meetings, research, consultations, and training sessions, involving scholarship students and entrepreneurs. The Center will also be promoted through social media platforms currently under development.

“Street commerce is not going to die,” reiterates Professor Marli Verni (Administration).

Additionally, the project plans to launch a “model store” this semester, an educational store fully equipped to operate like any commercial establishment. The difference is that the store’s segment will change from time to time, encompassing different types of commerce and services. For example, it might function as a perfumery for one period, later  as a snack bar, and subsequently as a beauty salon.

Research

Although the project has characteristics of an extension initiative, it also integrates teaching and research, serving as an internship field for undergraduate students. Fecomércio has commissioned a study through the project, and three other studies are currently underway, one of which is expected to be completed in May. These studies involve collecting input from entrepreneurs and consumers to guide future initiatives.

The project currently includes three professors, one technician, and seven undergraduate research scholarship holders. In the next phase, another seven fellows will be added, supported by funding from the Araucária Foundation Through a parliamentary amendment, the foundation, in partnership with state representative Luísa Canziani,  has secured R$ 1 million to be invested in the Innovation Center.

Matéria traduzida por Maurício Borges Ribeiro Brancalhão e revisada por Ana Paula Luiz dos Santos Aires, sob supervisão de Fernanda Machado Brener, pelo PFI – Programa Paraná Fala idiomas – Inglês.

Original publicada na Edição número 1428 Jornal Notícia, em março de 2024, com o título “O comércio do futuro (e o futuro do comércio)”.