APPLYING NEW DISTRIBUTION CHANNELS IN HISTORICAL CITY CORES IN THE ADRIATIC REGION

Abstract

Ancient cities in the Adriatic region are facing similar challenges from the transportation (personal mobility)and logistics (city supply) point of view. City cores are usually small, streets are narrow, and the possibilities ofthe infrastructure do not match the needs of the 21st century. While urbanization and its effects are undoubtedlyeverywhere, historical city cores are often unable to meet modern logistics and distribution needs. As a result ofurbanization and altered consumer needs, new types of shopping facilities have been developed, usually indecentralized locations, while the largest town and city centers have retained their commercial dominance. Thesechanges have had significant negative competitive effects on all types of smaller traditional centres, especiallymiddle-order centres (small towns, district centres and small market towns), where a ‘spiral of decline’ has beenwidely evident. Many communities face the prospect of losing their commercial and social focuses. In this paper,we present a case study of a typical small city from the Adriatic coast, which – due to its unique characteristicsand location – facing several logistics, social and economic challenges. After introducing the main challenges,our preliminary findings and our research methodology, we propose a logistics solution- namely the FMCGpickup point network - which might enable the city, and other similar cities in the region, to recover itself andprovide a smarter city for tourists and investors for many more years to come.

Key words: adriatic, distribution channels, historical center, measurement