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The meeting took place on January 19, at the School of Technology and Management of the Polytechnic Institute of Bragança, and invited joint reflection and allowed for the presentation of the latest developments in the project, as well as the strategic alignment of actions for 2026.

On 24 and 25 November, the ICCO Network held two important Focus Groups in Macedo de Cavaleiros and Mogadouro, involving consumers, traders and local agents in an open dialogue on the challenges and opportunities of local trade. These meetings were marked by very positive participation, with valuable contributions that reinforce the importance of bringing consumers and small businesses together to build more sustainable, informed and locally adapted solutions.

The first Focus Group held in Spain as part of the project was attended by consumers from the city of Toro, who met on 14 November at 11:00 a.m. at the Casa da Cultura. The session was organised by the Polytechnic Institute of Bragança (IPB), with the support of the Official Chamber of Commerce, Industry and Services of Zamora.

As partners in the project, the Zamora Chamber of Commerce is working to identify and implement best practices that enable businesses to innovate and improve their offerings. With this objective in mind, and to boost consumption in our shops, we are launching two new monthly prize draws in the towns of Benavente, Toro and Sanabria, which will be added to the monthly prize draw already active in all areas of the ICCO Network.

On this occasion, we will be joined by Rafael Magaña Villar, who is part of the strategic team at the start-up Mazinn, where he heads up the projects department. Mazinn is dedicated to helping traditional brands understand and connect with Generation Z, designing collaborative actions with young people to understand their needs and preferences. In this virtual meeting, Rafael will share the keys to effectively reaching young consumers and better understanding their expectations.

The ICCO project is being developed with the aim of using applied neuroscience to assess the consumer experience in traditional shops in Spain and Portugal. The methodological approach adopted has enabled an in-depth analysis of how elements such as emotional connection, attention, product layout, lighting, decoration and space influence consumer behaviour and loyalty to shops.

The creation of the ICCO  network aims to become a meeting place for retailers in the cross-border territory of Bragança, Valladolid, Vila Real and Zamora to support and exchange of experiences to promote innovation and improve the competitiveness of the local retail sector.

As part of the CROSS-BORDER INNOVATION AND COMPETITIVENESS NETWORK FOR LOCAL COMMERCE (ICCO) project, the AVORE store has won the monthly award for April.

Valladolid is a key centre of economic and business activity in northwest Spain. With a population of 523,330 inhabitants, the city has taken advantage of its strategic location between the Pisuerga and Esgueva rivers and its enclave with the Designations of Origin Ribera del Duero, Rueda, Toro, Cigales and Tierra de León. In addition to its renowned wine sector, Valladolid stands out for its thriving automotive industry and its agri-food economy. However, the service sector is the predominant one, representing 74% of the total number of workers in the region.

NERVIR - Associação Empresarial has been a fundamental pillar in supporting companies in the Vila Real region, promoting economic development and encouraging co-operation between entrepreneurs, public and private entities. In this sense, the association has played a crucial role in the ICCO Project, an innovative initiative that aims to modernise local commerce and make it more competitive and sustainable.

The Catedra of Innovation for Commerce of the Faculty of Commerce of the University of Valladolid focuses its work on the research and application of new technologies and methodologies to improve commercial competitiveness by providing innovative tools based on data collection and analysis.

DECO plays a key role in strengthening communication and relations between consumers and traders