10.09.2007

• Karstadt further enhances its department stores with in-store TV

Essen/Düsseldorf, 10 September 2007. Karstadt further advances the enhancement of its department stores with another strategic component: After the successful test in its Düsseldorf store, the department store company will install in-store TV systems in several dozen stores in time for Christmas trading. Nationwide implementation is to be completed by summer 2008 and then reach more than one million people daily. The aim is to increase the customer frequency in the department stores, to extend customer time spent enjoying the stores and to lead the customers through the Karstadt product world across departments. Karstadt Warenhaus CEO Peter Wolf explains, "With this project we once again prove that the reorientation of our Karstadt department stores into a modern market place has been met with an ongoing positive response by customers and that the monthly changing theme worlds create measurable buying impulses. In combination with many other measures the in-store TV will help continually increase customer frequency and time spent in stores, continuing to win Karstadt greater market share."

A mix consisting of information, infotainment and advertising will accompany the consumers' shopping experience in future. Always there: The advertiser, who can connect his messages with the product directly at the point of sale, thus reaching customers while they are making their buying decision. Information on products that require additional explanation such as outdoor wear and its functions contribute to an intensive dialogue with customers. The turnaround time until presentation on the screen is only a few hours.

Karstadt is able to control the communication of the monthly changing theme events down to every department. This includes making customers aware of matching products from theme-related departments, such as providing those customers interested in Asian kitchen furniture with information about matching lifestyle products.

This new information medium will above all benefit customers. Thus the screens installed in the floor plans and product display units will aid orientation. Monitors at main checkout desks and in the restaurants will bridge waiting times and offer exciting infotainment.
Up to 45 screens per store guide customers through the product and theme worlds. A video-wall integrated in the shop window is to attract potential customers into the department stores. TV-pillars which double as displays for special offers - so called landmarks - are also used as attention-grabbing eye-catchers in beauty departments. Advertising clients can individually book these landmarks, which broadcast programmes related to the field of beauty and personal care, through a marketing agency. The response from partners and suppliers to these additional messages has been extremely positive.

Press contact:
Corporate communication
Martin Schleinhege
Phone: +64 - (0)201 / 727 - 9667
Email: martin.schleinhege@arcandor.com