Confused benefits

I am intrigued by the mixed statements being made by this German department store chain.

karstadt.jpg

I saw this poster recently and nearly walked past it (not easy for me, being in marketing you never switch off!). After all: the style, slogan and imagery are a comfortable fit with the rest of their high-profile campaign. Until I reconsider the slogan which was introduced in 2007: “Schöner shoppen in der Stadt” [Nicer shopping in town].

Yet top left they’re encouraging us to shop on the internet…

Surely this is a total contradiction…

Which uncovers a short-term flaw in the long-term strategy. Or a long-term flaw in Karstadt’s short-term thinking?

Comments welcome.

Alex Woodruff

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