Proximity Stores: Here is Fresh in Your Store!

Proximity stores are becoming increasingly relevant in the retail landscape in 2026. With the promise of convenience and fresh products, they offer an attractive alternative to traditional supermarkets. The concept "Here is Fresh", adopted by many of these stores in Portugal, reinforces the commitment to quality and the offering of fresh products, which attracts consumers who value practicality without sacrificing quality.

The Role of Proximity Stores in Digital Commerce

The importance of proximity stores

The importance of proximity stores lies in their ability to meet the immediate needs of consumers. They offer a diverse range of products, from basic items to branded products, in a convenient and accessible space. This convenience is especially valuable in cities, where time is a scarce resource. Additionally, many of these stores invest in private label products, offering customers options with good value and quality.

How the stores are adapting to digital

Adapting to digital is crucial for the success of proximity stores in modern commerce. In 2026, they are incorporating technologies to enhance the customer experience, from delivery apps to online payment systems and digital signage solutions that energize in-store communication.

The digital presence of commerce allows these stores to reach a wider audience and offer personalized services. By providing detailed information about products and promotions through digital screens and online channels, stores increase visibility and attract more customers. Specialized companies like WOST offer complete Digital Signage as a Service (DSaaS) solutions, allowing proximity stores to modernize their visual communication without the need for large initial investments in infrastructure.

Growing number of stores in Portugal

The number of proximity stores continues to grow in Portugal in 2026, reflecting the increasing demand for convenience and quality products. The Here is Fresh network currently has about 700 stores spread across the country, having recorded a turnover growth of 10% in 2024, above the national food retail average of 7%. Several brands are expanding their networks, opening new stores in various cities across the country. The growth in the number of stores highlights the relevance and potential success of this retail model in the national context.

Brands and Products in Proximity Stores

Offers of private label products

Proximity stores have increasingly invested in private label products, offering a value alternative for consumers. The private label "UP" from the Here is Fresh network, which celebrates 20 years in 2025, has 650 references in the food and drugstore, perfume, and hygiene areas. This strategy allows the store to control the quality and price of the products, increasing its competitiveness in the market. Moreover, private label products help build the store's brand identity, fostering customer loyalty and providing greater profitability for the store network.

Advantages of opting for products from associated brands

Choosing products from associated brands in proximity stores brings several advantages for consumers. These partnerships ensure the availability of products from recognized brands, adding value to the shopping experience. The collaboration between proximity stores and leading brands allows the offering of quality products at competitive prices, without the risk of compromising household budgets. This strategy also strengthens the distribution network, benefiting both commerce and customers.

Quality and origin of available products

The quality and origin of the products available in proximity stores are crucial factors for attracting and retaining customers. Many of these stores adopt the concept "Here is Fresh", ensuring that products, especially perishables, are fresh and of high quality. The stores are committed to providing detailed information about the origin of the products, promoting transparency and consumer trust—communication that can be enhanced through digital displays and informative screens strategically positioned. This attention to quality is an important differentiator compared to traditional supermarkets.

Growth and Expansion of Proximity Stores

Strategies for growth in the national market

To grow in the national market in 2026, proximity stores need to adopt innovative and customer-focused strategies. Some actions can be considered to achieve this goal:

• Invest in the quality of products, especially fresh ones, aligned with the "Here is Fresh" concept.

• Expand the distribution network by opening new stores in strategic cities to increase brand visibility.

• Implement digital communication solutions that allow for updating promotions and information in real-time across the store network.

Partnerships with major brands and the development of private label products are also important for attracting different consumer profiles, increasing the perceived value of the store.

New stores in cities and the impact on local commerce

The opening of new proximity stores in various cities in Portugal has a significant impact on local commerce. These stores offer convenience and a variety of products, competing directly with traditional supermarkets and minimarkets. The presence of these stores can revitalize urban areas, attracting more consumers and generating jobs. However, it is essential that proximity stores establish a balance with local commerce to avoid unfair competition, promoting a healthy business environment for all.

Challenges and risks faced by traditional stores

Traditional stores face various challenges and risks with the growth of proximity stores. Intense competition requires them to adapt to remain relevant in the market. The lack of investment in technology and less ability to communicate effectively with customers can be significant disadvantages. To overcome these obstacles, traditional stores need to innovate, invest in quality, and seek ways to improve the customer experience, differentiating themselves from proximity stores and supermarkets.

The Future of Commerce in Proximity Stores

Trends in the supermarket sector

Trends in the supermarket sector in 2026 point to greater integration between physical and digital, with proximity stores playing a crucial role. The global digital signage market is expected to reach $19.7 billion by 2033, with an annual growth of around 5.7%, reflecting the growing importance of digital visual communication in retail.

Convenience and speed are increasingly valued by consumers, which drives demand for smaller and more accessible stores. The personalization of the shopping experience, the offering of fresh and quality products, and the use of technology to optimize the purchasing process are key elements for success in this new retail landscape.

Digital innovations in the sales space

Digital innovations are transforming the sales space of proximity stores. The implementation of mobile payment systems, shopping apps, and digital loyalty programs improves the customer experience and increases operational efficiency.

The digital signage assumes an increasingly relevant role, allowing stores to communicate promotions, product information, and dynamic content in an immediate and attractive way. WOST provides comprehensive services in this area, from initial consulting to installation, content management, and ongoing support—a Digital Signage as a Service model that eliminates technical complexity for the retailer.

Data analysis and artificial intelligence allow for the personalization of offers and promotions, optimizing the value for consumers. The digital presence of commerce, through online platforms, social networks, and in-store screens, is essential for attracting and retaining customers in a competitive market.

The role of major brands in the new landscape

Major brands play a fundamental role in the new landscape of proximity stores. Partnerships between brands and stores allow for a variety of quality products to be offered to consumers, strengthening the store's identity and increasing its attractiveness. Major brands can also contribute with information and marketing support, driving the growth of proximity stores and consolidating their position in the national market. This collaboration is essential for mutual success in retail.

Do you want to modernize the communication of your proximity store? WOST offers complete Digital Signage as a Service solutions, including high-brightness digital displays, centralized content management, and ongoing technical support. Contact us for a personalized demonstration.