Banks “should use screens to build relationships”
Banks deploying digital signage should measure their success in terms of “return on experience”, according to a U.S. retail media specialist who has deployed a network for a Pennsylvania-based Banco Santander subsidiary.
“The branch represents a key customer engagement point in which the bank has an opportunity to establish a relationship and emphasise their distinguishable qualities” while customers are waiting to be served, said Bryan Meszaros of OpenEye Global.
“The banking experience resonates with the customer. What they see and what they experience will determine how their relationship evolves with the bank over time,” he added.
But banks can achieve a bottom-line return on investment too: OpenEye’s network for Santander’s Sovereign Bank created sales uplifts of seven to ten percent in branches with digital signage. The network, originally in 28 Manhattan-area branches of Sovereign, has now grown to 60 locations and is installed at all new branches.
Mesazaros will speak on Sovereign Bank’s experience with digital signage at the Digital Signage Strategies Forum being held in London on 4-5 May, prior to and alongside Screen Media Expo Europe.
The forum is billed as the first European event for digital signage end users – in other words, those whose networks are not advertising-funded.
Other speakers will include Martin Jobin, interactive marketing manager for Infiniti Europe, who will discuss how digital screens help create a premium environment in the car maker’s showrooms.
www.digitalsignagestrategies.com
www.openeyeglobal.com
www.screenevents.co.uk
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