Convenience 2010 – Teil 2

Werbung

 

Tankstellen-Convenience-Shops im Urteil der Kunden

Abnehmende Bereitschaft bei Kunden, im Tankstellen-Shop einzukaufen

 

Im ersten Teil dieser Serie haben Sie die Einzelheiten zu diesem Convenience-Feature erfahren, das Sie ermutigen soll, stärker auf die Bedürfnisse Ihrer Shop-Kunden einzugehen.

 

Leider muß ich eine negative Erfahrung an den Anfang dieser Reihe setzen: Die Anzahl der Befragten ist zurückgegangen, die angaben, innerhalb der letzten 4 Wochen etwas in einem Convenience-Store an der Tankstelle gekauft zu haben. Während im Jahre 2006 noch 17,7 % der Befragten im Rahmen der MCS-Studie erklärten, sie hätten innerhalb der letzen 4 Wochen im Tankstellen-Shop eingekauft, verringert sich dieser Kundenkreis aktuell auf 16,9 %.

 

Um noch mehr Wasser in den Wein zu schütten muß ich Ihnen erläutern, dass aktuell 54 % der in der MCS-Studie Befragten von sich angaben, niemals etwas in einem Convenience-Store an einer Tankstelle käuflich zu erwerben; in 2006 lag der Anteil der „Totalverweigerer“ mit 48,1 % deutlich unter dem heutigen Niveau. Haben die bisherigen Konzepte für moderne Convenience-Stores nicht gegriffen? Diesen Eindruck gewinnt der Betrachter, wenn er die Zahl der „Convenience-Shop-Totalverweigerer“ aus dem Jahr 1997 dagegensetzt. Damals gaben nur rund 43 % der Befragten in der Studie an, grundsätzlich in Tankstellen-Shops keine Einkäufe zu tätigen.

 

Recht ernüchternde Zahlen, die ich Ihnen in diesem Teil präsentiere. Trotz vollmundiger Versprechungen der großen Mineralölgesellschaften über die Bedeutung des Convenience-Gedankens an der Tankstelle und ungeachtet der auf das Shop-Geschäft gerichteten Marketingstrategien innerhalb der letzen 10 Jahre, wenden sich offensichtlich zunehmend mehr  Kunden vom Einkauf im Convenience-Store an Tankstellen ab. Kopf in den Sand stecken? Resignieren? Das wäre mit Sicherheit der falsche Weg zu einer Stabilisierung und Optimierung des Shop-Geschäftes.

 

Der Weg zum Erfolg führt einzig und allein über den Kunden. Erfahren Sie in den nächsten Folgen dieses Features mehr darüber, wie der Kunde „tickt“, wo ihm der Schuh drückt und was der Kunde von Ihrem Tankstellen-Shop erwartet. Hier auf Ihrem Online-Portal „Tankstelle heute“ – wenn Sie uns zu sich einladen.

 

Lesen Sie auch:

 

Teil 1

 

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