Sight Lines
JCDecaux on driving footfall, conversion and measuring the results
Advertising powerhouse JCDecaux hosted a Virtual Travel Retail Expo Engagement Lounge session, in which it addressed the footfall and penetration challenge facing the industry. We present its findings in words and video.
The Virtual Travel Retail Expo played host to many sessions that explored how the future of the channel might take shape. One highlight was a webinar organised and led by JCDecaux about driving travellers to the store, converting them and measuring the results.
It featured JCDecaux Singapore Managing Director Evlyn Yang, JCDecaux China Airports CEO Thierry Bardoux, JCDecaux Dubai and Northern Emirates Managing Director Bertrand Mouraille and JCDecaux Hong Kong & Macau Airports General Manager Arnaud Redon.
Key positive takeaways included the encouraging rise in Chinese domestic travel and consumption; resilient shopping behaviour in other markets led by Dubai and reinforced messages that airport advertising remains a powerful call to action. Connecting with consumers on all touch points in the journey is a key element in driving performance (experiential sites play an increasingly vital role, as does leveraging ecommerce), as is using data to fuel strategy and measure results. Importantly, combining the power of OOH and mobile campaigns can have a powerful influence on consumer behaviour.
View the full session in the video on this page.
The Moodie Davitt eZine Issue 285 | 4 November 2020
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