Despite predictions of the demise of the bank branch, research shows they still play an important role with 23 percent having visited a bank branch in the past month, and 57 percent in the past year*.
When they do visit the branch however, today's time-poor and tech-savvy customers expect convenience, simplicity and a seamless omni-channel experience.
Banks and financial institutions are increasingly using digital signage to reinvent the in-branch experience for customers, bridging the gap between the online and the physical world.
With a well thought out content strategy, digital signage has great potential to engage consumers, reduce perceived wait times, increase sales uplifts, and improve the overall customer experience.
Digital signage can also help the bottom line by drastically reducing print marketing costs, and even reducing staffing needs by way of interactive self service kiosks. It can also be used for staff training and internal communications which will further contribute to the ROI.
Laying the foundation
Any digital signage rollout should always start with a list of clearly defined goals along with a realistic set of metrics or measurements to assess the performance of the system against those goals.
All too often, businesses invest in a digital signage solution without a clear objective and content strategy in mind, and as a result end up using the displays just as fancy poster boards.
Content should leverage the dynamic nature of digital by including eye-catching video and up-to-the minute financial information such as interest rates and exchange rates. Messages can also be tailored to different areas within the branch or by other variables such as time, day, state and region.
A successful deployment also requires a commitment from staff, both branch and head office, to embrace the technology’s full potential as a customer service and sales and marketing tool.
Finally, close cooperation with the IT department is required to ensure that communication protocols meet the IT security policies of your company.
A digital signage integrator can help ensure a smooth transition to digital by providing a turnkey solution including equipment procurement, installation, content management software and training, content creation, app development, after sales service and technical support.
DAT Media is an experienced digital signage integrator servicing the banking and finance industry. We understand the security issues unique to banks and can provide various digital solutions to enhance the customer experience including digital displays, touch screen kiosks, custom apps, in-branch music and more.
Case Study: See how Heritage Bank are using touch-screen technology to reach a new audience
* Sydney Morning Herald Poll, December 2016