Vern Freedlander, Vice President, Production, X2O Media " />

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Digital Signposts: The Evolution of Banking

Mar 24, 2014 10:12 AM, By Vern Freedlander, Vice President, Production, X2O Media

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I recently presented this topic at Digital Signage Expo (DSE) 2014 and was impressed with the thoughtful feedback I received from both integrators and representatives in the banking industry.

Recent trends from the banking sector indicate the potential for very exciting growth opportunities for both digital signage and more sophisticated methods of visual communications. According to BAI Banking Strategies, important industry shifts are impacting the retail banking experience. These shifts should be seen as welcoming to both integrators and communications professionals who are looking to deliver a more engaging customer experience. Let’s focus on two significant trends and see how channel solutions can fit in and provide added value.

1. Branch Redesign

More and more banks are embracing retail branches featuring smaller footprints and more technology. The use of interactive self-service kiosks and digital concierge technology will supplement the ATM and provide a highly brandable and effective way to communicate new product offerings and disseminate bank-driven content marketing. Kiosks that offer added functionality such as videoconferencing, NFC, and the ability to book appointments will allow users to personalize their experience.

2. More Targeted Advertising

BAI reports that marketing budgets will shift to online and social media, and move toward an “omni-channel model.” Digital signage in the branch can be an effective extension of online marketing efforts, with the added benefits of conveying social media content supporting those efforts and distributing messaging directed to the specific branch. Instead of generic “national” content, signage can provide localized messages that are highly targeted to area small-business owners and specific demographic groups, or tied to local events.

Beyond customer-facing solutions, banks are excellent candidates to embrace employee-targeted visual communications tools that keep staff updated on new products, performance and recognition news, and communiqués from the head office. The same tools can be used for providing staff with learning and development opportunities.

Banking is a highly competitive space that has traditionally been very welcoming of new technology. Interactive visual communications provide an exceptional opportunity for banks to get more out of their branches, while simultaneously delivering more focused messaging.

Vern Freedlander is vice president of production services for Montréal-based X2O Media, a full-service provider of technology, network management and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at

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