2012 Best Financial Services Deployment: Digital Signage/Kiosk
Project: Digital Marketing & Merchandising Network Client: Zions Bank Submitted by: Broadcast International Also contributing: Thomas Arts
Brief overview of the project/technology:
Digital marketing, merchandising, and employee communications network consisting of tablets, digital posters, digital signage, music with messaging, and live and on-demand video.
Objectives of the deployment or the technology:
There can be a significant amount of print in retail financial service branches. This print is expensive to maintain, introduces liabilities associated with retiring outdated campaigns and posting new information, requires a lengthy planning cycle, and lacks the impact and recall potential associated with dynamic media. Zions Bank sought to eliminate as much as 90% of their print collateral in favor of strategic digital touch points in an effort to modernize branches and enhance the brand.
Digital Posters – Two sided digital posters are placed strategically in each branch to create 30 seconds of inbound exposure to high resolution content with movement and motion that is impossible to ignore. The playlist is timed such that customers see different content when exiting.
Transaction Stand Tablets – Interactive tablets are placed at the transaction stand with an attracter playlist. This content can be interrupted allowing the customer to navigate to specific content of interest.
Behind Teller Digital Signage – Focuses on promoting the brand, sponsorships, weather and branch specific content.
Teller Tablets – Focuses on promoting dialogue between the customer and teller.
New Accounts – Focuses on promoting awareness of products and services to new customers.
Music with Messaging – Create a privacy curtain for the exchange of personal information and improve both customer and employee satisfaction.
Results achieved relative to the objectives:
We created a full digital branch appearance by removing 90% of all printed merchandising. Had a cost savings of all the printed posters, take-ones and kitting and shipping to the 6 branches in the pilot. Results are measured on the recall to clients visiting the branch of products and services offered on the digital screens. Results are measured on the employee feedback of the digital shows and the music.
The main objective is to create an awareness of the products and services that the bank offers to clients who visit the branch so that they might ask questions and in turn purchase products. The digital merchandising is very visible and noticed by everyone who is in the branch. We did achieve all objectives.
Size and geographic location(s) of the deployment:
Six pilot locations (St. George, UT; Provo, UT; Draper, UT; South Ogden, UT; Pocatello, ID; Nampa, ID) plus headquarters in Salt Lake City, UT. An average of six tablets, three 55” display screens, and one two-sided digital poster were installed at each location.
Kevin Lawrence accepted the award on behalf of Broadcast International.
Selected judges’ comments:
I am always excited to see projects that remove the use of paper from our environment. This looks like a great use of technology using digital signage to make customers aware of services.
This is a good kiosk and digital advertising system. All areas of the bank were covered per (the) requirements. The system involved multiple form factors that had to be supported which also increased the difficulty.
1) Good use and blend of technology 2) ROI seems easy to measure 3) Equipment blends nicely into the corporate vision for the branch appearance 4) The digital content allows corporate to have consolidated and up-to-date signage
Very good write up; excellent clarity around goals and objectives.
Lots of technology in place there and great demo of pulling paper out of an operation! Very green.
The interactive tablet is a great technology to add in banks.
Our members are among the most prominent and respected suppliers of digital signage, kiosk, self-service and mobile technology solutions.