The presentation of this report, held at the Pascual Rivas Hall of the Former Teacher Training College of Jaén, featured prominent figures such as Nicolás Ruiz, Rector of the University of Jaén; Julio Millán, Mayor of Jaén; Lucas Ruiz Mozas, President of Comercio Jaén; Ana B. Mata, Territorial Delegate for Employment, Business and Self-Employment; and Juan Gallego, Commercial Director of Caja Rural de Jaén. Eva Mª Murgado Armenteros and Bruno García, director and co-director of the chair, respectively, also spoke, detailing the main findings.
Rector Nicolás Ruiz recalled that the COMPROX Jaén Chair was established in February 2025, resulting from an agreement between the university and the Business Federation of Commerce and Services. This study is the first outcome of this collaboration, offering a real diagnosis of the shopping habits and expectations of Jaén residents regarding their neighborhood businesses. It also marks the beginning of the Observatory of Proximity Retail in Jaén, a key tool for monitoring and supporting local commerce.
“"The UJA has an undeniable responsibility as a driving force for progress and transformation in our province. Therefore, the creation of this chair, and especially the COMPROX Jaén Observatory, responds to a historical need: to overcome the asymmetry suffered by our commercial sector. Until now, we have relied on national trends to make local decisions. With this Observatory, the UJA places its research capacity at the service of Jaén's unique idiosyncrasy."
The report highlights that retail accounts for almost 14% of the provincial business fabric, predominantly composed of small family-run businesses (95.5% with five or fewer employees). Despite massive emotional support (88% of the population considers small businesses vital), this affection does not translate into sales, as supermarket chains concentrate over 50% of total spending. Furthermore, between 2020 and 2024, the number of retail businesses has decreased, affecting the vitality of towns and cities.
Eva Mª Murgado, director of the chair, emphasized that proximity retail is the second most preferred commercial format for consumers, accounting for 26 out of every 100 euros spent. Consumers over 55 are the most loyal, and a key challenge is attracting younger segments. Despite existing barriers, the overall perception of local commerce is very positive, indicating that the issue is not one of image, but of converting this favorable attitude into effective purchases.
The study proposes levers for sector transformation, such as digitalization, as nearly 50% of consumers do not use digital means to interact with local businesses, although 90% would increase their purchase frequency if basic online services were offered. It also stresses the need to shift from a sales-centric model to a service-centric one, foster collaboration among businesses, and design urban policies aligned with the sector to enhance its competitiveness.
Bruno García, co-director of the chair, highlighted the sector's magnitude in the province of Jaén, with over 8,500 establishments, 20,000 jobs, and a turnover exceeding 5 billion euros, solidifying proximity retail as a fundamental pillar.
