GUESS showcased their leading perfume collection at seven boutique JCDecaux malls across the nation's top 20 DMAs.
A staple of the fashion and fragrance category, GUESS continues its reliance on OOH media to maintain public intrigue against competitors.
JCDecaux’s coast-to-coast portfolio of leading shopping malls offers a marketing platform that targets a ready-to-spend, retail-focused audience right beside key points of purchase.
According to research from OAAA and Morning Consult, 68% of U.S. adult consumers notice OOH ads on their way to in-store shopping. Additionally, almost half (42%) say OOH ads impact in-store purchase decisions.
Out-of-home advertising is ideal for product categories like fragrances which consumers prefer to try in-person before purchasing. But even beyond the desire to test out a perfume before buying, the physical retail experience still holds exceptionally high value among Americans.
Additional insights from the International Council of Shopping Centers (ICSC) confirms that most consumers (72%) still prefer in-person shopping experiences as opposed to online.
These consumers also tend to spend more time (an average of 54 minutes vs. 38 minutes) and money ($1,710 vs $247 per month) at brick-and-mortar stores than on a single retail website.
