Der Besuch der Alten Dame – Die Tankstelle als Versorgungsmittelpunkt aller Generationen

Werbung

 

Sie sah in etwa so aus, wie man sich Claire Zachanassian, die alte Dame in Friedrich Dürrenmatts Theaterstück „Der Besuch der Alten Dame“, vorstellen könnte: Alt, sehr alt, gebrechlich, mit schlohweißen nur oberflächlich gekämmten Haaren. Da stand sie nun vor mir an der Kasse meiner Stammtankstelle an einer Ausfallstraße in den Bochumer Süden führend. Nach vorn übergebeugt, sich auf einem Rollwagen abstützend, aber geistig noch bestechend hellwach; wie Claire Zachanassian eben. „Warum Sie denn ihre Zigaretten immer nur in Einzelpackungen kaufe statt als „Stange““, wollte die Kassiererin von ihr wissen. „Dann habe ich einen Grund, jeden Tag hierher zu kommen,“ entgegnete die Seniorin. Sie käme gerne hierher, weil der Tankstellenshop ihr nahezu alles das anböte, was sie so täglich benötige, Milch, Brot und Gebäck, Zeitungen, Lebensmittel, Drogerieartikel usw, erzählte mir später die freundliche Kassiererin.

 

Die Szene hatte etwas Anrührendes aber auch Wegweisendes; hier an der Tankstelle fand die alte Dame das, was mit dem Fortgang der guten alten „Tante-Emma-Läden“ für immer verloren ging: Nahversorgung und persönliche Ansprache. Sie genoss es sichtlich, wichtig genommen zu werden. Dieser Aspekt steht nicht umsonst auf den Schildern der Marketingexperten vieler Tankstellenunternehmen. In einer Umfrage, die das Bochumer Tankstellenunternehmen „Aral“ durchführen ließ, gab die überwiegende Anzahl der  Befragten als den wichtigsten Grund für ihre Entscheidung, bei der blau-weißen Marke zu tanken und dort einzukaufen, an, dass ihnen hier das Gefühl vermittelt würde, als Kunde wichtig genommen zu werden (Tankstelle heute berichtete hierüber).

 

Bereits heute schon besucht jeder zweite Kunde den Tankstellenshop, ohne getankt zu haben, woraus folgt, dass Tankstellen, die ein breitgefächertes Shopangebot vorweisen, ihre Erlöse zu Zweidritteln im Shopgeschäft erwirtschaften.

 

Zurück zur „Alten Dame“: Sollten die Marketingstrategen der Mineralölbranche nicht erforschen, in welcher Weise Tankstellen noch intensiver die besonderen Wünsche der „älteren Generation“ berücksichtigen könnten. Seien wir doch einmal ehrlich, die überwiegenden  Werbe- und Marketingkonzepte der Tankstellenunternehmen sind derzeit noch auf die Erfüllung der spezifischen Bedürfnisse junger im Arbeitsprozess befindlicher Menschen abgestellt. Convenience hat derzeit noch den „Stallgeruch“ junger dynamischer Menschen, erfolgreich im Beruf mit wenig Freizeit und meist im Singledasein. Was lehrt uns unsere „Alte Dame“? Beziehen wir in die Convenience-Ideologie auch die „andere Hälfte der Menschheit“ mit ein, die älteren Kunden nämlich, die man heute so gern als  „Silvergeneration“ bezeichnet. Das finanzielle Potential, das in dieser Idee steckt ist, wartet förmlich darauf, endlich voll ausgeschöpft zu werden. 

 

Claire Zachanassian im „Besuch der Alten Dame“, verlangte, dass die Welt nach ihren Regeln tanze. So weit wollen wir nicht gehen, aber ein wenig Hinwendung zu den Konsumgewohnheiten der „älteren Kunden“ ist dennoch vonnöten. 

 

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