Digital displays capture over 400% more views than static displays.*
Banks and financial institutions are progressively installing digital signage to not only reinvent their brand, but to improve the overall banking experience for their loyal customers. Digital signage is an important element in modern banking and can be used to enhance communication between the customer and the bank’s ever changing message. With more and more customers banking remotely on mobile devices, it is imperative that financial institutions take advantage of the middle ground created between virtual and physical, when visiting the drive-thru lane.
Benefits of Digital at Bank Drive-Thru’s
Customer Loyalty
In Renee Caruthers’ article, ‘Banks Target Messaging in Branches using Facial Recognition, Digital Signage and Mobile Devices,’ she emphasizes how banks are using digital, “Retail branches are using increasingly sophisticated technologies to maximize marketing and customer service opportunities during customer branch visits with highly customized messaging.” Nurture and retain customer devotion by making a connection and intensifying the personal relationship between the customer and the bank institution. When customers have engaging outdoor digital signage to capture their attention, then wait times - which is always a real customer annoyance - are perceived to be far shorter. Entertaining customers with pertinent, but entertaining video or TV feeds will help maintain customer loyalty and keep them visiting the drive-thru lane time and time again.
Communication
Digital signage can enhance and/or improve the customer experience, present targeted marketing information for customers waiting in line, and promote new products or services according to interests of customers specific to the geographic location of the branch. According to the infographic, ‘3 Steps to Successful Digital Signage in Retails Banks,’ “More than 60% of banks use their digital signage to convey messaging that is 75% bank-related and 25% unrelated to banking.”
Improved Education
With outdoor digital signage, financial institutions can show media rich video(s) to explain products and benefits that may be difficult to grasp and understand through traditional (and often boring) static posters or signs. Plus, with digital, a bank can easily advertise the most up-to-date credit rates, mortgage rates, and checking and savings programs. Video can encourage engagement with customers and help provide education on a personal level to deepen conversation with the bank and its clients. Customers that are educated will be more easily motivated to purchase and might be more receptive to a pitch.
Quicker Service
Outdoor digital signage can also help in ways that are not so obvious. Interactive digital signage in the drive-thru lane can provide important information to the customer prior to arriving at the teller. It can potentially reduce the amount of questions asked by the customer, thus not tying the teller up with additional inquiries - which tend to make for longer lines. Customers in the drive-thru que line will appreciate quicker teller service times. Let’s face it, everyone is busy!
According to Christopher Hall’s article, Banks are Banking on Digital Signage, “Banks and financial institutions are increasingly banking on digital signage to reinvent the in-branch experience for customers… the financial instruments and products provided by financial and lending institutions can offer intangible benefits that might be difficult for consumers to grasp looking at printed signs or posters.” Digital signage will drastically reduce printing costs for banking institutions by eliminating posters and brochures both inside and out. Digital signage does more than create new ways of serving customers, it creates an all-new, dynamic environment.
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*Source: Intel Corporation, “A Report on a Field Trial of Anonymous Video Analytics (AVA) in Digital Signage”
