Digital signage – how do banks do it?
In the digital age, digital signage displays continue to grow in popularity.
In order to be remembered, people have to look for innovative methods allowing them to be distinguished from their competition. Digital signage solutions are an efficient promotional tool, used by more and more companies – including banks.
In order to present the offer in an unorthodox way and to excel amidst the competition, one needs not only well planned marketing activities, but also the technology.
We are flooded with marketing messages from everywhere, and we eventually start ignoring them. (a „banner blindness” term was even coined), thus we also need solutions which will make the customer pay attention to our message.
Digital signage systems are used mainly at sales points, airports, bus and railway stations or banks, and their main objective is to support sales by publishing multimedia messages, promoting services or products. In addition to typical, advertisement-oriented solutions, this technology is also used in order to present newsflashes from around the world, or weather forecasts. (mainly in superstores, next to tills, as a method of making the time more attractive)
There are two types of systems distinguished – interaction-based and information-based systems.
With the first type, the customers may look for specific information using e.g. touch panels. The latter is used in order to provide information abut services or products.
Banks are not slowing down
Introduction of DS systems at bank branches results in a combination of marketing and functionality, which brings a lot of benefits. In addition to image-related aspects (the bank is not a “backwards” one and follows modern technologies), another important fact is that such solutions make operation of banks more efficient and may render waiting in long queues less tiresome. Thus, this is an opportunity to provide important information and to deliver entertainment. As an example of modern approach, we can use a Greek bank using this technology.
As a coarse approximation, the topic of presented content is focused on two categories: one presenting the bank’s offer and the other – based on provision of information related to news, politics and economy. News, or information related to investment stocks or currency rates are displayed in order to provide variety to customers waiting in a queue.
Personalisation is future
Let us imagine a situation in which a customer entering a bank branch sees a message displayed on a screen: „Good morning, Mister Smith, we would like to present to you…”
It sounds somewhat surreal today, but may become our common reality in the future.
Digital Signage activities will be aimed at message personalisation. In the age of flocking marketing messages, such a solution may be the bull’s eye hit, as messages dedicated to a specific individual will be certainly noticed.
The first systems recognizing the gender of the customers are becoming available these days.
Currently, some foreign banks offer the option of displaying personalised information if a customer entering a branch identifies themselves with a bank card using a self-service device. This solution allows advertisements to be tailored to single individuals, which may result in increased sales.
The most important thing is that the DS system generates interesting, valuable and useful content. If the generated content draw the attention of the customer to our message – we will gain a very important achievement. This type of promotion offers not only message personalisation, but also reaching the recipient with the information in real time, making it possible to adapt the message to current needs of the customer.