Banks are using many technologies to create a modern banking experience from AI to chatbots and more. In the branch, most banks deploy more advanced ATMs or self-service tools.
However another tool that is making waves is bank digital signage.
With digital signage in the branch, banks can perform many tasks simultaneously from reinforcing messaging to crafting brand images.
Here are four ways banks can use digital signage in the branch and how it can improve the customer experience.
Bank digital signage: Customer information
With shrinking branch footprints and employees having to handle multiple tasks at once, banks struggle to effectively communicate all of their services and benefits.
With digital signage, banks can deliver information to customers on a variety of its services such as:
Loan interest rates.
- CD interest rates.
- Types of accounts.
- Small business loans.
There are a variety of places banks can place digital signage, such as waiting rooms on walls next to the teller lines or near a refreshment table. While some might argue customers will just ignore these signs, the data points in the opposite direction.
A study conducted by Shikatani Lacroix Design found “those who state their primary bank features digital signage are more likely to find it helpful, suggesting that exposure to digital signage could lead to a more positive attitude,” according to Jean Pierre-Lacroix, president of SLD. He said 31% who reported seeing digital signage had a trusted relationship with their bank vs. 20% who did not report viewing digital signage.
Bank digital signage: Employee training
In order to have a good branch experience, banks need well informed and trained employees. It doesn’t matter how much a bank automates with tools like teller cash recyclers or AI if employees aren’t empowered to meet customer’s needs.
Digital signage can help in this regard. Biz Tech Magazine points out the importance of using digital signage for training and motivating employees.
This can take several forms such as:
- Training videos for reinforcement in break rooms.
- Motivational content.
- Celebrating employee milestones such as promotions, birthdays, births in the family.
Data from AI Screen found that when companies use digital signage for internal communication, they have “3.5 times more employee engagement.”
Digital signage works well when put together with broader bank training programs, including digital gamification. The goal should be to train an employee in the way that works best for them so they can be successful.
Customized content
Another way banks can tap into the power of digital signage is by displaying content that appeals directly to the customer they are targeting, rather than the general public. This is where customized content comes into play.
This topic often raises an eyebrow due to security and privacy concerns of taking private customer information and using it to push promotional material. However there are multiple tactics for delivering customized content without breaking the consumer trust.
For example, at the ATM while a customer is performing a transaction, the ATM can display a marketing message that is relevant to the customer while they are waiting for the transaction to complete. If the customer is 18-24, the ATM could display college loan options, or retirement services for senior citizen clients.
Digital signage within the branch can have content that reacts to conditions within the community or with the weather. For example, if it is raining outside, the display could have a message about how the bank can help clients build a “rainy day fund.” Or if there is a major community festival coming up, the display could mention that the bank will have a booth at the event and anyone who mentions the message at the booth will receive a prize.
These are just a few way to personalize the banking experience with displays so they can have dynamic messaging, rather than static.
Interactive digital signage
One major limitation of traditional digital signage is it is a one-way communication device. However, advanced digital signage can easily integrate interactive elements, or it can be integrated into self-service machines.
On a simple level, a display could have a QR code that customers could scan to download the bank’s app, check out services, receive a free gift or many other tasks.
On a more advanced level, a free standing display can have a touchscreen to allow customers to interact with it directly. Normally it can push out digital signage content, but when a customer touches the screen, it can pull up a variety of options such as scheduling an appointment with a banker, request help with a problem or check out existing offers.
As mention above, other self-service devices in the bank ranging from ATMs to ITMs can also integrate digital signage content when not in use. A free-standing ATM can showcase advertisements, or an ITM can explain the bank’s latest charitable donation.
Conclusion
As with all communication tools, banks cannot just deploy displays and hope for the best. They need to invest into all their communication platforms, including digital signage. This means regularly developing content that speaks to customer’s needs and boosts the bank’s brand image.
If utilized successfully, digital signage can create an innovative branch experience.
(February 18, 2025). Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator. Retrieved from https://www.digitalsignagetoday.com/articles/bank-digital-signage-4-ways-to-use/
