Visitors whiling away their time window shopping in the Hamburg Airport while they wait to board their flights are sure to be taken aback by the window display of Heinemann Duty Free store. Instead of the regular duty free goodies, you will find a sleek Porsche 356-A 1600 Convertible D staring back at you from the stores display window. The two-seater car which is actually available for sale is part of a unique marketing gimmick by the store to lure male shoppers. Valued at €159,800 ($201,940), this car is definitely the highlight of this male dominated marketing strategy. For those who can’t afford this pricey car, the retailer is offering a detailed, smaller model on a scale of 1:18. The well heeled few, who will actually go for the full scale model, will have it delivered to their home by Hamburg-based vintage car dealership E. Thiesen. Besides the full scale model and its miniature version, the retailer is wooing the male shopper with various other fashion products and fragrances.
But what is sure to make the male shopper head straight into this store is the engine of the car driven by Michael Schumacher in his first Formula 1 race which is also on display at the store, courtesy an agreement made by the retailer with the Prototyp car museum in Hamburg.
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Written ByNamrata Dixit