In today’s digitally driven world, financial institutions (FIs) are constantly seeking innovative ways to enhance communication, engage clients, streamline operations and align delivery channels.

One technology that is constantly evolving to become a powerful tool for achieving these goals is digital signage. Moving beyond TV displays on walls, digital signage platforms now present a dynamic and flexible solution for engaging clients, offering educational resources, supporting sales efforts and enhancing communication.

Furthermore, digital signage can bridge the gap between online and physical spaces by providing the ability to feature real-time social media feeds, website content and interactive elements that connect consumers to the institution’s online platforms while they are in a physical branch. This seamless integration of online and offline experiences creates a unified brand presence and enhances consumer engagement across multiple touchpoints.

Although digital signage is often viewed as an expense with minimal or uncertain return on investment, approaching it from a strategic perspective aligned with retail branch objectives transforms it into a key component of branch optimization. The overall retail banking strategy should dictate the content types, duration and variety of content to be displayed. Interactive kiosks and touchscreens, in particular, have the potential to draw in consumers and assist them in navigating the initial stages of engaging with and responding to product offerings.

When selecting a digital signage platform, the number of options can be overwhelming. Compounded by the fact that some financial executives feel they’re lacking in best practices for digital signage, including content strategy, creation and management, it becomes imperative to choose a platform that is simple to use and aligns with the needs and concerns of key stakeholders. While some organizations opt for a DIY approach with basic wall-mounted screens, prioritizing the requirements and preferences of marketing, IT and especially your consumers will allow you the necessary buy-in and support needed for a successful implementation.

Marketing

Marketing professionals are tasked with creating compelling and impactful content that resonates with target audiences and drives results. Given the average FI’s marketing team consists of just two people, this task can be particularly challenging.

Digital signage platforms offer marketers an efficient, flexible and interactive medium to display messaging in a visually appealing way, particularly when compared to traditional static options. With the ability to schedule and update content in real time, marketers can deliver targeted promotions, advertisements and brand messaging to captivate and engage viewers.

Research indicates that 86% of consumers are inclined to recommend what they have viewed to their friends and family, thereby enhancing the overall reach and success of marketing efforts.

Digital signage also plays a vital role in boosting brand consistency and visibility. By showcasing uniform branding elements such as logos, colors and messaging across various digital signage screens and video walls, FIs can strengthen brand identity and deliver a cohesive brand experience to their consumers. This visual uniformity helps in building brand recognition and establishing a strong brand presence in the minds of consumers.

Information Technology

IT is required to be involved in every digital signage project. IT is often called in to help once a platform is selected; however, IT should be involved during the evaluation stage. IT teams need to know they are working with a SOC2-compliant organization and a third-party pen-tested application. They need to know they are dealing with a platform that is simple to use, stable — it always works the way it should — and absolutely secure. IT will look for built-in security features such as multi-factor authentication (MFA), role-based access control (RBAC), and more to safeguard sensitive information and streamline content deployment processes. Additionally, digital signage platforms must provide valuable data analytics and reporting capabilities, enabling IT professionals to track performance metrics, monitor display health and optimize content delivery for maximum impact.

Consumers

For consumers, digital signage provides a personalized and immersive experience that enhances their interactions within the branch. By delivering relevant and timely information, such as product promotions, educational content, event schedules and wayfinding directions, digital signage platforms empower consumers to make informed decisions and navigate physical spaces more efficiently. Interactive features, such as touchscreens and QR code integration, allow consumers to engage with content in a hands-on manner.

Studies indicate that 87% of consumers consider a financial institution with in-branch digital signage to be trustworthy, and 90% regard it as experienced — two essential qualities that financial institutions aim to convey to their consumers. By creating a seamless and engaging client experience, FIs can cultivate brand loyalty and encourage repeat visits.

By providing a dynamic and interactive medium for delivering content, digital signage platforms empower marketers to engage audiences, IT professionals to streamline operations in a secure manner, and consumers to make informed decisions. As FIs continue to embrace digital transformation, digital signage platforms will play a crucial role in enhancing engagement, efficiency and overall consumer experience.

As the chief strategy officer of PWCampbell, Kevin Poirot is a visionary leader who drives the organization forward with a strategic focus on elevating brand presence and leveraging cutting-edge technology. Kevin has a keen understanding of market trends and consumer behavior and works with the senior management team to formulate innovative strategies that equip PWCampbell to adapt to the evolving needs of our clients and company.