Convenience 2010 – Teil 6

Werbung

 

Tankstellen-Convenience-Shops im Urteil der Kunden

Markttransparenz und die Wünsche der Tankstellenshop-Kunden

 

Wer die ersten 5 Teile dieses Features verfolgt hat, ist nunmehr über die aktuelle Lage auf dem Convenience-Sektor an der Tankstelle informiert. Die diesem Bericht zugrunde liegende Studie der Convenience-Fachfirma MCS zeigt auf, dass es schwieriger geworden ist, sich als Tankstellenshop im Haifischbecken des Einzelhandelsmarkts zu behaupten. Längere Öffnungszeiten und moderne Shopaufrüstungen bei den Supermärkten haben entscheidende Standortvorteile der Tankstellen gegenüber dem klassischen Einzelhandel zum Teil egalisiert. Es gehört heute mehr dazu, einen modernen Tankstellenshop zu betreiben, als nur darauf zu warten, dass der Kunde zum Warenangebot greift. Wer es als Unternehmer als gottgegeben ansieht, dass die Umsätze der Shops weiterhin stimmen werden, kann aus diesem Traum alsbald unsanft erwachen. Wer eine rechtzeitige Anpassung an veränderte Kaufgewohnheiten und Marktgegebenheiten versäumt, den bestraft das Leben.

 

Die Bedürfnisse der Verbraucher wandeln sich; das zeigen die Ergebnisse der Studie besonders, wenn man sie mit den zurückliegenden Ergebnissen aus den Jahren 2006 und 2000 vergleicht. Zählten bislang beispielsweise die Presserzeugnisse noch zu den Rennern im Verkaufsgeschäft der Tankstellen, so ist aktuell zu erkennen, dass die Bedeutung dieses Segments im Tankstellenverkaufsportefeuille deutlich abnimmt. Dagegen hat in den letzten Jahren ein Run auf Erfrischungsgetränke an den Tankstellen-Stores eingesetzt. Dies zeigen die Untersuchungen von MCS. Um diesem Trend gerecht zu werden, müssen die Tankstellen in diesem Artikelsegment aufrüsten, sei es beim Sortiment oder in den Gestaltungen der Regal- und Kühleinheiten.

 

 Dem einzelnen Tankstellenunternehmer wird es schwer fallen, diese vielfältigen Marktveränderungen rechtzeitig zu erkennen und Konzepte für die Zukunftsfähigkeit des Tankstellenshops zu entwickeln. Es ist nicht die schlechteste Lösung, auf diesem Gebiet sich der Erfahrungen von Convenience-Fachleuten zu bedienen. Viele Tankstellenunternehmer begeben sich aus diesem Grunde beispielsweise unter das Dach des Convenience-Unternehmens MCS und profitieren von deren Kenntnissen über Markt und Verbraucher.

 

Die Studie der MCS belegt, dass rund ein Drittel der befragten Verbraucher bei ihrem Einkauf an der Tankstelle es vorzieht, zu neuen Produkten zu greifen. Hier schlägt die Stunde der Convenience-Shop-Sortimentsbestücker, wie z. B. MCS, die den Markt nach Produktinnovationen durchforsten und die Sortimente entsprechend auf die Bedürfnisse der Tankstellenshopkunden anpassen. Einen regelmäßigen Blick in die linke Spalte auf dieser Webseite „Tankstelle heute“ hilft den Tankstellenbetreibern darüber hinaus, sich über neue Produkte brandaktuell zu informieren.

 

Bitte lesen Sie ebenfalls die vorhergehenden Teile dieses kleinen Convenience-Breviers.:

 

Teil 1

Teil 2 

Teil 3

Teil 4 

Teil 5

 

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