In today’s highly visual world, does your branch image reflect who you are and engage with consumers? When a client walks into the branch what do they see? And, how they feel when they leave?
Effectively connecting with today’s digital consumers starts with the experience you create with your branch merchandising—what clients see have a big impact on cross-sells, employee connections, and overall perceptions.
If you really want to engage and create the right experience, adding or enhancing your branch with Digital Signage is the fastest and most cost effective way, but just adding tech for tech’s sake won’t get you the results you crave. It's having the right strategy and messaging that truly gives you epic results.
Here are six strategies your branches should be using to rock your branch experience:
It’s important to leave a lasting impression. What makes your branch experience different or unique when compared to ABC Credit Union or XYZ Bank down the street? Is your experience like going to Disneyland or a local, low-budget carnival?
The Experience Strategy is about having Digital Signage elements aimed at creating memorable branch experiences. It's why the Apple store has vast video walls and lots of technology gadgets to engage with—it puts their brand in motion, and displays elements people see and like to interact with.
Big splash items like a huge video wall, complemented by interactive kiosks or tablets filled with games and apps that allow people to discover your products and services—like a quiz that determines what type of car matches their personality (and shows them the car loan products you offer!)–create a pleasurable experience that sets you apart from the competition.
Helping clients discover all of the ways your products and services can help them is the backbone of successful cross-selling. Unfortunately, not enough clients know what products and services you offer, nor do they want to pick up a dusty old brochure they'll never end up looking at again.
The Products Strategy is about aligning the ways consumers learn about your services to the ways they learn in other areas of their lives. Today’s consumers are all about using touch screens, smartphones, and tablets to explore things at their own pace. So, why not offer a digital brochure rack on an interactive kiosk or tablet?
Not only can people have fun exploring your offerings, but it also gives your staff a stimulating tool to learn about the various services they should be selling—then they can take it a step further and use it as a tool to engage clients.
With people “on-the-go” more than ever, how are you engaging with them in a way that’s convenient to their busy lifestyle? More importantly, how do they even know that you’re offering convenience through simple-to-use online banking, mobile check deposit, or online billpay?
The Convenience & Onboarding Strategy is aimed at migrating consumers to these alternative channels.
Put this strategy into action with video tutorials playing on a digital screen, or an interactive kiosk that has easy to follow tutorials for clients or staff members to learn and teach. Even tablets in the branch that can support online banking sign-up can assist with this strategy.
Community involvement is not only a sense of pride for you it’s a sense of pride for people who bank with you. So much so, that 89% of U.S. consumers are likely to switch brands to one associated with a cause.
Some great examples of digital signage tied to this are “Give-o-meters” or Digital Community Boards highlighting what’s going on in your community, your involvement, how clients can help give to a charity you support, a local food or toy drive, or sign up for the 5K run you’re sponsoring. Even better, a community board can help you easily highlight local businesses that banks with you–a value add that clients love!
In addition to being in the solutions business, FIs are also in the relationship business. To be more advisory and less transactional, branches must help build life-long relationships where people know that you’ll be with them from the time they open their first checking account to the time they’re looking to retire.
No Digital Signage strategy would be complete without content aimed at fostering relationships. While having a team picture or Board Members on the wall has the right intentions, it doesn’t effectively get the message across like an interactive “Meet the Team” screen does.
Digital Signage boosts this relationship in a way that no static ad online nor poster ad in your branch can. Think about having an interactive kiosk with content that allows a client to swipe and explore through all your pertinent team members. Or videos that tell the story of how your staff member saved the day. Way more engaging than a team photo!
While most of us weren’t big fans of going to school and taking tests, we love learning about things that actually benefit our lives. So how are you helping your clients make smarter financial decisions, which in turn create stronger loyalty?
Financial literacy is huge value you can offer to clients, and your Digital Signage strategy should include it. This doesn’t have to be boring brochures on credit scores. Financial tips can be engaging with the added visual impact of digital signage, and dare we say, even fun when incorporated into an interactive game or app.
Ready to improve your branch image and boost your engagement?
Get a condensed version of the 6 Engagement Strategies to improve your branch experience here: