Monday, October 20, 2008

BankWest (Australia) - Partial Rollout



While it is unclear what will occur post-acquisition by Commonwealth Bank, we thougt it merited noting for now that BankWest (Halifax Bank of Scotland's Australian subsidiary) adopted digital signage as a key component of its merchandising strategy when it unveiled a new retail branch format two years ago.


The branches, which were designed to capture attention and generate interest in "true" retail locations -- shopping malls and highly pedestrianed urban areas vs. sharing a parking lot near grocery stores or standing alone at intersections -- adopted a number of concepts pioneered by Commerce Bank in the US, including a bold color palette and better lighting, longer hours, free coin counting, and more promotional marketing. The stores also sell related non-financial merchandise, such as piggy banks ("money boxes"), personal accounting software, and financial advice books.
Scant information is available about the marketing and technology partners who support(ed) the effort, nor does the single but it is believed that the digital signage network made it into 50-100 locations.

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