Mobile Interactivity for Banks

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Customers expect banks to improve their communication channels to bring them back into the branch.
 
In recent years, banks have noticed a growing trend for customers to visit their local bank branch less and less. At the same time, their loyalty to this bank is also declining while their expectations of what the bank delivers increases. To address these issues, the management of Volksbank Paderborn-Höxter-Detmold, a financial institution located in the German state North Rhine-Westphalia, and the board of Wincor Nixdorf looked at digital signage as a solution. They asked young professionals what they would want from their bank branch and what would make them come back into the bank branch.
 
There were three main requirements for this branch concept:

1. Improve communications channels and media used between the bank and its customers
2. Deploy cutting-edge technology to meet the changing requirements of customers and also attract their interest
3. Maintain and enhance the attractiveness of branches

At Wincor World 2010, a demonstration of interactive digital signage to bring customers back into the bank branch was explored. A collaboration between Wincor Nixdorf, Volksbank Paderborn-Höxter-Detmold and young professionals, the proof-of-concept prototype incorporated a touch display to be located in the window of a bank branch which displayed properties for sale. The screen is placed inside the window but a camera and mirror are used to recognise motion and gesture through the window.
 
For banks, there are two overriding concerns when attracting passersby into the bank branch: how to differentiate themselves from their competitors and how to involve potential customers. An interactive store window with a touch display attracts the interest of passersby and addresses them in an appealing and direct manner. In a real estate application, customers can browse the properties on offer in their area, touching the screen to select more information and images.

Of course, getting the customer’s attention and interest is only the first step: the bank next has to try to get them across the threshold and in further dialogue. In this application, customers were able to use their mobile phone to photograph the bar code of the property that they are interested in. When they take this bar code inside the branch they can scan in a scanner integrated into touch screens located in an integrated coffee bar and discuss this property further with a member of staff. Information can be forwarded by email to the customer at this point.
 
This scenario shows how interactive digital signage can be used to transform customer interest into a consultation. Another advantage of this marketing technique is that the frequency of interactions can be monitored and evaluated. Content can also be updated much more quickly using this solution, which is suitable for the high turnover of real estate. Such an interactive display could also run during the hours when the bank branch is not open, maintaining the branding and activity of the branch even when the lights are turned off.
 
Volksbank Paderborn-Höxter-Detmold is considering implementing this solution in their new branch in Paderborn.