Revival des Autozubehörs an Tankstellen

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Autozubehör gehört heute wieder unerlässlich  zum Stammsortiment einer modernen Tankstelle, es sichert die Kundenbindung und verspricht gute Verdienstmöglichkeiten

 

In den siebziger und frühen achtziger Jahren des vergangenen Jahrhunderts, insbesondere in den Zeiten der ersten Ölkrise, keimte in der Tankstellenbranche die Erkenntnis, dass eine  Tankstelle allein aus den Verkaufserlösen bei Kraft- und Schmierstoffen nicht zukunftssicher überleben wird. Es mussten zusätzliche Einnahmequellen für den Tankstellenpächter erschlossen werden. Neben der Ausweitung der Autowasch-, Pflege und Reparaturaktivitäten füllten sich die seinerzeit flächenmäßig noch viel zu beschränkten Tankstellenverkaufsräume mit Verkaufsregalen, in denen von nun an vornehmlich Artikel angeboten wurden, die traditionell von der Zielgruppe der Autofahrer nachgefragt wurden: Autozubehör und Autopflegemittel.

 

Die anfänglichen Verkaufserfolge führten sehr schnell dazu, dass Standardisierungs-, Liefer- und Bestückungskonzepte für Tankstellenshops erarbeitet und erfolgreich umgesetzt wurden. Das Tankstellenshop-Systemgeschäft war geboren und der Schritt zur „Vollsortiment-Tankstelle“ heutiger Couleur sollte alsbald folgen. In die Tankstellenshops hielten Verkaufsartikel Einzug, die man bisher an Tankstellen nicht vorfand, z. B. Lebensmittel, Kühl- und Tiefkühlware, Süßwaren, Getränke, Drogerieartikel, Geräte aus der Unterhaltungselektronik-Sparte, Textilien, Presseerzeugnisse,  Spielzeug usw.

 

 

(Vom Verkaufsprofi plaziert: Autopflegemittel und Autozubehör)

 

Da die Präsentation und Lagerung dieser neuen Sortimente immer mehr Verkaufs- und Regalflächen in den Tankstellenshops belegte, verlor die „klassische Tankstellenverkaufsware“, zu der insbesondere das Autozubehör zählte,  mehr und mehr an Bedeutung.

Fortsetzung: Bitte klicken Sie auf "Weiterlesen"

 


 

In einer Reihe von Tankstellenshops verschwand  das Angebot vollständig oder fristet versteckt und mengenmäßig reduziert  in einem hinteren Regalfach sein Schattendasein. Zu unrecht, wie viele Marketingexperten inzwischen erkannt haben. Umstände, wie der zurückgehende Kraftstoffabsatz und eine spürbar nachlassende Kaufbereitschaft der Kunden in den Tankstellenshops, die zum Teil auch aus den verlängerten der Öffnungszeiten im wettewerblichen Einzelhandel herrührt, zwingen die Tankstellenbranche wieder zum Umdenken. Deshalb stoßen derzeit viele Tankstellenbetreiber auf der Suche nach zusätzlichen Verdienstmöglichkeiten wieder auf den  traditionellen Ursprung des Tankstellenshopgeschäftes und schenken dem Angebot an Autozubehör und Autopflegmitteln erneut mehr Raum und Beachtung. Spielen auch Sie die Trumpfkarte der erhöhten „Sachkompetenz als Fachmann rund ums Auto“ aus, die viele Autofahrer von je her mit der Tankstelle in Verbindung bringen.

 

 

 

Allerdings sollten Sie sich bewusst sein, dass sich der Warenverkauf bei dieser Artikelgruppe  nicht als Selbstläufer darstellt. Viele Kunden sind über den Gebrauch und die Anwendung mancher Autozubehörprodukte uninformiert und  trauen sie sich oftmals nicht, im Shop diesbezüglich tiefergehend nachzufragen. Lieber verschieben viele Kunden am Ende ihre Kaufentscheidung oder kaufen dort, wo sie sich durch gute Beratung vermeintlich besser aufgehoben fühlen. Schade für die ungenutzten Verdienstchancen, denn besonders in diesem Segment warten attraktive Margen auf Sie als Verkäufer. Marketingprofis wissen längst, wie schwer es ist, einmal abgewanderte Kunden wieder zurückzugewinnen. Hier sollten Sie als Fachmann oder ihre fachkundigen Mitarbeiter intensiviert die Chance zu einem informativen Beratungsgespräch nutzen, dass bei richtiger Gesprächsführung meist in die Kaufentscheidung beim Kunden mündet. Noch leichter lassen sich Autozubehörartikel verkaufen, wenn der Kunde weiß, dass er an Ihrer Tankstelle bei der Anbringung der erworbenen Produkte nicht allein gelassen wird. Hier sind Scheibenwischerblätter oder Autobeleuchtungskörper besonders herauszustellen, für die Sie einen kostenlosen Montagedienst organisieren sollten.

 

Sonax VerkaufshilfeBei der Auswahl des Sortimentes an Autozubehör und Autopflegmitteln vertrauen viele Tankstellenpächter richtigerweise auf die Erfahrungen der relevanten Hersteller und Lieferanten, die darauf spezialisiert sind, sie bei der optimalen Präsentation und Platzierung von Autozubehörartikeln in ihrem Shop zu unterstützen. Nutzen Sie die fachkundige Beratung der Verkaufsberater dieser Firmen, die oftmals den besseren Überblick über die Umsatzmöglichkeiten innerhalb der einzelnen Produktgruppen besitzen. So riskieren Sie nicht, auf platzfressende Umsatzbremsen sitzen zu bleiben sondern haben stattdessen stets die gewinnversprechenden „Renner“ im Sortiment. Die Praxis zeigt,  dass Autopolituren, Scheibenwischerblätter, Scheibenwaschzusätze, Innenreiniger und Radfelgenreiniger zu den sogenannten „Schnelldrehern“ zählen und keinesfalls im Standardangebot fehlen dürfen. Stets nachgefüllte, geordnete und gepflegte  Verkaufsregale fördern den Abverkauf; dagegen halten unaufgeräumte oder unzureichend bestückte Verkaufseinrichtungen für Autopflege- und Autozubehörprodukte die Kunden eher vom Kauf ab.

 

Als Kenner des Umfeldes Ihrer Station wissen Sie um die besonderen Bedürfnisse Ihrer Kundschaft. Deshalb ist es unerlässlich, auch Ihre Standorterfahrung in die Sortimentsbestimmung einfließen zu lassen. Tankstellen in touristischen Wintersportorten sei es beispielweise angeraten, stets einen ausreichend großen Warenbestand an Schneeketten, Autobatterien, Starthilfekabeln, Türschloßenteisern, Defrostersprays, Eis- und Schneekratzern sowie Kühl- und Scheibenwasserfrostschutzmittel u.ä. vorrätig zu halten. Die Erfahrung lehrt, dass viele Touristen es versäumen, ihr Fahrzeug rechtzeitig auf die Unbilden des Winters ausreichend einzurichten. Wenn Sie Ihre Kunden in diesen Fällen mit Ihren besonderen Winterartikel-Angeboten dienlich sein können, werden sie auch gerne zu anderen Waren in Ihrem Shop greifen, bzw. bei Ihnen tanken oder das Auto waschen lassen. 

 

(Kompetente Beratung im Shop und im Bereich der Autowaschanlage)

 

Bei Ihrer Auswahl der bevorzugten Autozubehörlieferanten sollten Sie bedenken, dass Ihnen nur die guteingeführten Markenhersteller mittels ihrer detaillierten Marktkenntnissen das notwendige Know-how zum erfolgreichen Agieren auf dem Autozubehörsektor vermitteln können. Beispielsweise stellt Ihnen Fa. SONAX einen kompetenten Verkaufsberater zur Seite, der Sie bei der Präsentation und der Auswahl der Artikel fachmännisch berät, mit Ihnen die erforderlichen verkaufsfördernden Maßnahmen bespricht und Sie bei der werblichen Gestaltung unterstützt – im übrigen auch für den Wasch- und Pflegemitteleinsatz im Bereich der Autowaschanlagen. Christoph Maletz, als SONAX Verkaufsleiter für das Autowaschgeschäft zuständig, erläutert die Grundzüge des Konzepts: „Wir beraten unsere Kunden nicht nur bei der Qualitätssicherung, sondern auch bei der Programmgestaltung – und stellen ein umfassendes Paket zur werblichen Ansprache des Autofahrers zu Verfügung. Das Neuburger Unternehmen hat dazu eine Reihe sehr aufmerksamkeitsstarker Verkaufshilfen mit hohem Wiedererkennungswert entwickelt. SONAX-Experte Christoph Maletz: „Außerdem profitieren die Tankstellenbetreiber als unsere Partner von unserer intensiven Betreuung vor Ort und natürlich der sehr leistungsstarken Produktpalette.“

 

Auch wenn der eine oder andere no-nome-Artikel preislich günstiger verkauft werden könnte, ist der Abverkauf von Markenware in diesem Segment durch Ihren geringeren Beratungs- und Überzeugungsaufwand vorteilhaft gekennzeichnet. Der Käufer ist durch das gute Markenimage des Produktes und der einschlägigen Werbekampagnen in seiner Kaufentscheidung oftmals soweit vorgeprägt, dass ihm die Kaufentscheidung für das Markenprodukt leichter fällt. Diese wichtigen Marktvorteile vermag Ihnen der no-name-Artikel-Vertrieb nicht zu bieten.

 

 

 

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