Digital signage helps banks and credit unions maximize their visual real estate and drive compelling brand messages
As the purpose of retail bank branches shifts from transactional to advisory services, banks and credit unions are moving toward a more high-touch, customer-focused approach. To support this evolution, banks need in-branch tools that not only inform, but also engage and inspire. In this new retail landscape, digital signage is emerging as a powerful tool to help financial institutions make their branch locations more dynamic, helpful, and human-centered. The reason: it works.
Data from Nielsen reveals that digital displays capture 400% more views than static displays. “Those aren’t just casual glances,” says marketer Joao Almeida in Digital Signage in Detail. “People retain 83% of what they see on dynamic digital content and multimedia content compared to traditional advertising methods.” Additional research finds that even after three days, people remember what they see, with a retention rate for digital signage at 65%, compared to 40% for static signage.
Indeed, digital signage in retail banking can help branch locations maximize their visual real estate and deliver persuasive brand messages. In addition, 77% of consumers see banks with digital signage as more innovative. Digital signage is not just about grabbing attention – it’s about delivering real-time, relevant content that enhances the customer journey. From promoting financial wellness tools to spotlighting local community initiatives, digital displays reinforce brand purpose and creates a more meaningful in-branch experience.
Beyond the data, there are other compelling reasons that financial institutions are turning to digital signage in the retail banking environment. At a brand level, signage is used to project the image of a forward-thinking institution, building customer perceptions of both trust and innovation. Sleek displays and interactive panels, meanwhile, showcase a more modern look and feel. This translates into perceptions of the brand as a market leader and industry innovator.
Banking digital signage also leads to more brand consistency. By creating dynamic content for use across branches, the technology ensures brand compliance and aligned messaging. In addition, signage scale makes up for what may be lost in interactivity and personalization, particularly when coupled with strong visuals for in-branch displays. Digital signage also helps bridge physical and digital banking channels, reinforcing channel strategies within a cohesive in-branch experience.
While engaging content is a critical component, the ease of changing out content makes digital signage the tip of the spear in branch marketing. Content management systems, including features like scheduling, remote administration, content creation tools, and analytics facilitate the nuts and bolts of the process and provide analytics to assess impact and maximize return on investment (ROI).
As for the ROI of a digital signage program, digital displays can quickly pay for themselves by reducing operational costs and improving sales and customer loyalty. Digital signage in retail banking enhances the customer experience and streamlines operations, reduces printing costs, and boosts cross-selling revenue. And because content can be updated instantly, financial institutions can respond to market changes promote timely offers or highlight community impact with ease.
As bank and credit union branches transform into hybrid spaces that blend retail-inspired design, smart tech, and space for financial consultations, digital signage offers another opportunity for customers to learn, connect, and engage. With a customer journey that starts with signage placement, digital displays are typically placed in a branch’s Engage zone. The content should be projected and viewable across zones, adding contextual content that promotes services and adds relevance to the customer’s visit.
With banking becoming more data-driven, digital displays help deliver on the need for timely, targeted messaging. “Branch marketing should be rooted in the belief that the branch is not just a place to bank, but a platform to empower customers,” says Juliet D’Ambrosio, Chief Experience Officer at Adrenaline. Just as with static signage, messaging should be designed to capture attention quickly, but keep people engaged with focused content that is relevant to the moment.
An effective retail signage program will energize customers, provide them with useful information, offer simple solutions to their problems, and inspire brand trust. To do that well, content must be personalized and purposeful to meet the moment. The key to success is a digital playlist that mixes content from the Engage, Transact, and Consult zones that highlights current campaigns and promotions and strengthens the customer relationship through brand-led storytelling.
The optimal mix for digital signage playlists incorporates branding and marketing messages along with information to educate customers, and localized content to anchor the branch and brand within the community. This thoughtful blend reflects a people-first mindset. Interspersing nonbank messaging, including live news and even entertainment content, increases customer engagement, and makes it clear that the bank is not just trying to push products in the branch.
Digital playlists, however, should never be one-size-fits-all, deployed across all branch signs without concern for localized context Instead, they must be relevant to each branch’s customer base. In upscale areas, for example, that could mean more focus on investment opportunities and in working class neighborhoods, content can cover account benefits and financial planning. Another useful strategy is dayparting, the art of scheduling content relevant to different audiences that visit a branch at different times of the day.
Retail marketing is a critical part of a financial institution’s overall strategy, and digital signage plays an essential role in the branch experience. McKinsey found that bank branches – not digital channels – still account for approximately 72% of new account sales. This finding underscores just how impactful branch marketing can be. When done right, digital signage becomes a key element of an optichannel marketing strategy that provides a seamless experience – engaging customers, building brand loyalty, and driving business success.
To learn more about digital signage strategies and solutions for your retail bank branches, get in touch with Adrenaline’s experts today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
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