Eurocommerce ha lanzado el informe "Shopping for growth", un manifiesto dirigido al Parlamento y la Comisión Europea que desarrolla ideas para que el comercio siga siendo un sector clave en el crecimiento y la generación del empleo en la UE.

1. SHOPPING
FOR GROWTH
HOW RETAIL AND WHOLESALE CAN
BOOST GROWTH AND CREATE JOBS IN EUROPE
MANIFESTO FOR THE NEW PARLIAMENT AND COMMISSION
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2. IS
About EuroCommerce
SV
E u r o Co m m e r c e r e p r e s e n t s
KAUPPA
t he re t a i l , w ho le s a le a nd
VIRKE
international trade sectors
in Europe. Its membership
FI
NO
includes commerce federations
EKL
and companies in 31 European
SVENSK HANDEL
countries. Commerce plays a
u n i q u e ro le i n t he E u ro pe a n
RETAIL IRELAND
DANSK ERHVERV
e co no my, a c t i n g a s t he l i n k
EI
b e t we e n p ro d u ce r s a n d t h e
across Europe, over 100 million
NL
See page 10-11 for more facts and figures
about retail and wholesale in Europe.
COMEOS
BE
www.eurocommerce.eu
CLC
CDCF
CGI
FCD
APED
CCP
LPIA
MKB
RND
UK
times a day.
LV
LU
LT
PIH
POHID
BGA
HDE
PL
SOCR
DE
CZ
SK
WKÖ
AT
TZS
SI
FR
PT
LTA
DK
BRC
nearly 500 million consumers
EE
SE
HU
ZOCR
OKSZ
VOSZ
RO
AMRCR
ANGED
ASEDAS
CEC
IT
ES
CONFCOMMERCIO
FEDERDISTRIBUZIONE
EL
ACCI
NCHC
MEMBER ASSOCIATIONS
GRTU
MT
CCCI
MEMBER COMPANIES
CY
AFFILIATED FEDERATIONS
- AEDT
- FECC
- AMPD
- FENA
- CBL
- HGK
- CEDDEC
- HUP
- CELCAA
- IELKA
- DSE
- Independent
Retail Europe
- commerce
E
Europe
- SACAR
- EDRA
- Seldia
- EFF
- STL
- ETRC
- VSIG
- ETV
As of October 2013.
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3. FOREWORD
We are at the dawn of a new European legislature. The next five years will be critical in returning the
European economy to growth and job creation. Retail and wholesale can contribute, given the right
economic and policy conditions. The sector is the interface between producers and consumers, serving
500 million European consumers every day. Consumers choose between retailers each and every time
they shop. So retailers compete daily for a share of billions of annual shopping trips across the EU.
Retailing and wholesaling account for 1 in 4 enterprises in Europe, contribute 11% of Europe’s gross
added value and provide 1 in 7 jobs. Our sector employs nearly 30 million people. It offers varied careers,
whether to young graduates, to older people with limited skills, to those seeking part-time work to
combine with caring responsibilities, or to cutting edge technical experts.
To deliver growth and create jobs, the sector needs the right policy framework. Barriers remain to
flexible trading : a Single Market in goods and services is not yet a full reality ; labour markets in some
Member States are inflexible, preventing retail and wholesale from adapting to customers’ needs ; protectionism impedes global trade.
The sector is undergoing a major transformation, driven primarily by the rapid expansion of the digital
economy. Retail and wholesale are adapting at pace, anticipating customers’ changing needs and preferences. This e-commerce revolution has coincided with continuing recession in many Member States.
Consumer spending is down and competition is fierce, putting a premium on innovation and efficiency,
while making it harder to earn a return on investment.
Our main proposals for the next five years are for :
a digital policy that helps retail and consumers in the digital age
plan for European retail and awholesale competitiveness
a
and more open markets
voluntary approach to fair relations with suppliers and to sustainability
a
At EuroCommerce we bring together associations representing retail and wholesale in 31 European
countries along with small and large companies from across Europe. We represent all retail channels,
all types of wholesale, and all commerce business models in the EU. Our broad and diverse membership
gives us strength and legitimacy.
We welcome the increasing recognition by EU politicians of the important role of commerce as an
economic driver. In January 2013 the European Commission published its European Retail Action Plan.
It sets out a strategy to improve further the competitiveness of the retail sector and to enhance the
sector’s economic, environmental and social performance. This policy ambition now must be firmly
embedded in policy-making. The EU institutions should ensure retail and wholesale are at the heart of
their thinking. With the right policy and legislative environment, our sector will respond, supporting
growth and creating jobs in the European economy.
Baroness Neville-Rolfe, DBE, CMG
President
Christian Verschueren
Director–General
3
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4. 1
WE NEED A POLICY THAT HELPS RETAIL
AND CONSUMERS IN THE DIGITAL AGE
The retail and wholesale sector is in the midst of a global digital revolution bringing
fundamental changes to the way consumers shop (see box). Many retailers, small
and large, are embracing digital technology and multi-channel retailing, combining
traditional bricks-and-mortar shops with online services, and offering new delivery
solutions, such as click-and-collect. Wholesalers are also adapting to the digital age.
www.
Customer-centred developments include
more sophisticated and personalised communications with consumers through
different channels ;
changing store footprints in towns and cities, driven by consumer choice and new forms
of commerce ;
new online and multi-channel formats disrupting the retail market and capturing market
share, including manufacturers’ own online outlets and flagship stores ;
retail companies seeking to become vertically integrated, controlling the whole
value chain ;
new and different skills requirements and job functions ;
consumers needing new and safe payment solutions to pay online and across borders.
Retailers and wholesalers are adapting to meet changing consumer
expectations, investing in technology, operations and talent to
deliver multiple channels and their seamless integration. They
are changing their business models and offering. ‘Digital native’
entrepreneurs are launching new retail businesses everywhere.
This digital transformation poses a challenge to traditional
shopping areas which need to reinvent themselves to compete.
Struggling town centres affect the social fabric of communities
so traditional forms of commerce need help in adapting to this
digital revolution. Legislation and policy should be developed in
ways that are fair to all forms of retail and wholesale.
The digital revolution empowers consumers as never before. They
have increased access to price and product information, making
it much easier to find the best deal. Consumers increasingly
expect to buy what they want, how they want and when they
want it. Consumer confidence in the full range of channels is
paramount. The sector serves 500 million consumers every
day, providing helpful information and consumer protection.
Multi-channel retailing changes the interaction between consumer
and retailer as the ways in which consumers choose products,
pay for them, return goods and seek redress alter. Consumer
policy and regulation also need to evolve to match these changes.
4
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5. The challenge for policy-makers is to keep pace with the shifting landscape of commerce, adapting the legal, regulatory and policy framework. Policies to unleash the
potential of commerce in the digital age should include :
2
1
A level playing field in policy
and legislation for all forms
and channels of commerce…
… ould help traders seeking to establish cross border
w
e-commerce businesses or to adapt to this new landscape. An online one-stop-shop providing user-friendly information on legislative requirements in every
Member State (e.g. VAT regimes, product requirements
and establishment rules) could also showcase best
practice case studies of traditional retailers or
wholesalers reinventing themselves and city centres
adapting to the new competitive landscape.
… olicies should be developed to reflect changes in
p
consumer demand, removing unjustified and unfair
competitive advantages to particular retail channels
(‘channel-neutrality’). This applies particularly in areas
such as taxation, employment law and environmental
obligations.
3
Swift adoption and implementation
of the Regulation on interchange
bank fees and Payment Services
Directive…
4
Consumer policy and legislation
fit for the digital age and
enhancing consumer trust in new
forms of commerce...
… ncluding the swift implementation of the Consumer
i
Rights Directive, proportionate regulation on data protection, and modern and efficient ways of providing
consumer information.
… hould cap card fees to the benefit of consumers and
s
make online payments more competitive.
5
A single digital portal
for retail and wholesale…
Completing the Digital Single Market...
… nsuring world class ICT infrastructure throughout Europe,
e
including broadband and mobile networks, to support
multi-channel operations.
… ducating all EU citizens, so that they are digitally savvy ;
e
this is crucial for getting jobs and for living a convenient
life in the digital age.
See our policy guidance paper on e-commerce and multichannel retail for more details.
IN 2013, EUROPEAN E-COMMERCE
WILL REACH A TURNOVER OF €350 BILLION
350
+ 20% / year*
300
150
100
Europe
Asia Pacific
N. America
*CAGR 2009-2013
Source : EMOTA
250
200
€ 350 bn
€ 338 bn
€ 318 bn
+ 15% / year
€ 185 bn
€ 167 bn
+ 42% / year
€ 84 bn
50
0
2009
2013
(est.)
5
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6. 2
WE NEED A PLAN FOR EUROPEAN RETAIL
AND WHOLESALE COMPETITIVENESS –
TO REMOVE BARRIERS TO GROWTH
AND JOBS CREATION
As Europe’s largest private sector employer, closely linked to 500 million consumers, retail and wholesale have
the potential to drive Europe out of the deepest economic crisis we have faced in over 80 years. Strong but fair
competition in retailing is the best guarantee to keep prices down and preserve consumer purchasing power.
By working with their suppliers, providing routes to market, retailers ensure the best deal for consumers
and business customers. Every day retailers compete to deliver customers a wide choice of products at the
keenest price.
Retailing is strongly rooted in the local community. More than 99% of the 5.5 million retail businesses in
Europe are small and medium-sized enterprises. Almost 30 million Europeans work in retail or wholesale,
and the sector is one of the few steadily creating employment across Europe. In addition, the sector supports
millions of jobs with local suppliers and producers, but rigid employment legislation in some Member States
still prevents business from hiring for growth.
A vibrant and open Single Market
is the best way to create jobs
500m
consumers
Commerce also contributes significantly to social inclusion by bringing opportunities to those with limited
qualifications who often find it difficult to find employment. The sector invests heavily each year in training
programmes to develop employees’ skills and competences.
The political will to tear down the remaining barriers to the European Single Market, rather than additional
public expenditure, is needed to stimulate economic growth in Europe, promoting innovation and improving
Europe’s global competitiveness.
We are long-standing proponents of a truly Single Market in products and services, for the benefit of consumers and long-term economic health. A vibrant and open Single Market is the best way to create jobs and
move Europe out of crisis. There are still too many limitations on the free movement of goods and services
throughout Europe. Some Member States are even erecting new barriers or discriminatory measures, limiting
the capacity of businesses from elsewhere in Europe to establish in a given country or to grow their operations.
This is a fundamental breach of the principles of the Single Market.
It is essential that the Single Market is developed in areas where it does not yet function properly. A firmer
enforcement policy is needed to address the threat of protectionism in some Member States.
In a globalised economy, trade policy is pivotal in furthering Europe’s competitiveness and wealth creation.
It is essential that we dismantle market access barriers, freeing up the trade in goods and services. Key
measures to enhance predictability, legal certainty and transparency, together with the removal of red tape
and technical barriers, are essential to increase our competitive strength.
The EU needs a stable multilateral framework for liberalised world trade to reach peak economic fitness.
This should be complemented by effective bilateral and plurilateral trade agreements, providing additional
opportunities for trade, job creation and growth.
6
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7. To boost competitiveness and develop new opportunities, we need both the EU and
Member States to apply an impact test for commerce when considering measures,
especially on employment, the Single Market, and international trade rules :
1
A ‘think-of-commerce reflex’ in policy-making when
considering new legislation or changes to existing legislation…
… his ‘think-of-commerce’ should echo the ‘retail reflex’ included by the Commission
t
in their European Retail Action Plan it should include a proper assessment of the
;
impacts – deliberate and unintended – of policies on different distribution channels
and formats of commerce.
2
Encourage Member States to reform
their labour markets towards
more flexibility and continuous
skills development…
3
… o that retail and wholesale can create jobs and offer
s
career development.
4
6
Strengthened enforcement
of the Single Market
principles and existing
legislation
… or example the Services Directive, and no
f
tolerance of ‘gold-plating’ at national level.
Removal of territorial
supply constraints
that hinder the free
movement of goods.
5
International trade agreements
should be advanced…
7
… herever possible - multilateral, plurilateral and bilateral,
w
promoting open trade in products AND services, removing
regulatory burden, easing custom procedures.
Harmonisation or mutual
recognition of technical
standards and requirements
for product information,
authorisation, and testing.
Removal of illegitimate
anti-dumping
measures (trade
defence instruments)...
… sing anti-dumping measures only as a
u
last resort.
8
Securing easier overseas establishment
for EU retailers and wholesalers
… o that European business can benefit from opportunities in
s
the growing markets of India, China, Latin America.
See our policy papers on single market, on trade defence instruments, on trade agreements.
7
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8. 3
WE NEED SUPPORT FOR VOLUNTARY
APPROACHES TO FAIR TRADING
PRACTICES AND SUSTAINABILITY
The European retail and wholesale sector links producers and consumers every day. A fair relationship between all business-to-business partners in the supply chain is crucial for a stable supply of
goods and services. Preserving flexibility and open competition
in the supply chain drives innovation and improvement, benefitting consumers and ensuring the long-term health of suppliers
and retailers. Any regulatory intervention has the potential to
decrease these efficiencies. This is why EuroCommerce was a
founding member of the Supply Chain Initiative, a voluntary
approach to ensure fair business-to-business relations across
the food supply chain. This EU-wide initiative has established
harmonised core principles of fair dealing, under-pinned by
decentralised mechanisms for conflict resolution, deliberately
kept close to the disputing parties. Most major retailers and
manufacturers have signalled their intention to sign up to the
initiative. In the short-term it will provide an efficient framework
to handle disputes. In the longer term it will yield a culture change
in trading relations across the value chain.
1
Some supply chains are stable, simple, and local – carrots from
a local farm at a local greengrocer. Others are dynamic, complex, and global – fashion items with fibre and fabric production,
dyeing, styling and manufacturing by many different businesses,
wholesaled and then sold through a number of retailers and
channels. Guaranteeing product quality and safety, and tracing
products and their components is then equally complex. More
importantly, it has to be a shared responsibility between all
actors in each value chain.
Retailers and wholesalers are working with manufacturers and
producers to improve the environmental sustainability of the
value chain, demonstrating how well functioning supply chains can
innovate and deliver greater benefits to society while extending
choice to consumers. Retailers have worked both on reducing the
environmental footprint and increasing the resource efficiency of
their own operations, and with suppliers to address impacts in
manufacturing and production. Under the Retail Environmental
Action Programme they have committed to initiatives aimed
at reducing energy consumption, food and other waste, CO 2
emissions and the carbon footprint of products.
The Supply Chain Initiative should be supported
and given time to succeed...
… o that fair trading practices in the food supply chain can be reinforced within a
s
dynamic and innovative market. This is best assured by a voluntary system, which
also accommodates the differing legal systems of Member States.
2
Intensified dialogue within supply
chains should clarify the respective
and proportionate responsibilities
of retailers and wholesalers in product
safety, quality and traceability...
3
Sustainability initiatives
should remain voluntary
and have positive cost impacts…
... oluntary initiatives driven by economic operators but
v
with public scrutiny deliver real benefits ; they should
focus on greenhouse gas emission reduction, resource
efficiency, and the sustainability of food production.
... his is a shared responsibility between all actors in
t
the value chain ; retailers and wholesalers are playing
their part in being responsible for product quality and
safety; however, with tens of thousands of references
and often only limited information, there are limits
to what retailers can materially do.
Go to our website for more details on the Supply Chain Initiative and on the Retail Environmental Action Plan.
8
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9. Last but not least : make the retail and wholesale
value chain come to life for you by investing time
in understanding its sophistication…
… ince the sector is essential to the health of the European economy and every local
s
community. It is easy to take retail for granted as shops are part of the back drop of
daily life. Yet there is much more to retail than meets the eye – talk to a store manager,
visit a store and see its operations and the people who make them happen, meet
retail executives and hear about the strategic and operational challenges they face.
… holesale is the hidden engine that provides services and know-how on products, improvW
ing supply chain efficiency. See behind the scenes to hear how the sector supports job
creation across the wider economy.
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10. THIS IS RETAIL
WHOLESALE IN EUROPE
5.5m ENTREPRISES
retail or wholesale
1 in 4 enterprises* is in
1.8m
LARGE
COMPANIES
99%
3.7m in RETAIL
1%
SMEs
( 250 people)
in WHOLESALE
( 250 people)
This is
1.5X construction
more than in
2X manufacturing
more than in
3X hotels restaurants
more than in
EUROPEAN RETAILERS
ARE MORE INTERNATIONAL THAN AMERICAN
EU RETAILERS ARE GLOBAL LEADERS
(Top 10 retailers worldwide, 2011)
1
2
3
4
5
6
Walmart
Carrefour
Tesco
Metro
Kroger
Costco
(% of top 250 retailers having established outside their home market)
7 S chwarz Group
(Lidl and Kaufland)
8 Aldi
9 Walgreen
10 Home Depot
25%
US retailers
*non-financial business economy
38%
European retailers
Sources : Eurostat, OECD, Deloitte.
10
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11. 29m JOBS
in
retail or
1 in 7 jobs iswholesale
1/3
2/3
10.4m
18.6m in RETAIL
LARGE
COMPANIES
SMEs
( 250 people)
in WHOLESALE
( 250 people)
This is
even farming
more than in
4X ICT industry
more than in
6X food industry
more than in
12X automotive industry
more than in
25X chemical industry
more than in
GROSS VALUE ADDED BY RETAIL WHOLESALE
45%
ADDING VALUE TO MANY OTHER SECTORS
55%
finance
SMEs
( 250 people)
€ 1tn
agriculture
RETAIL
WHOLESALE
LARGE
COMPANIES
( 250 people)
real estate
manufacturing
ICT
transport
11
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12. EuroCommerce
Avenue des Nerviens 85, B-1040 Brussels
T +32 2 737 05 98
F +32 2 230 00 78
www.eurocommerce.eu
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