Capital One Bank - Network Rollout (600 branches)

Yet another of the large US retail banking networks goes digital...

Word on the street is that Capital One, who operate a retail branch network of roughly 600 locations primarily in New York, Texas, and Louisiana (a geographically disparate combination of the former Hibernia and North Fork banks purchased by Capital One over the past few years), are in the process of deploying digital signage on a network-wide basis.

As seen in a grand re-opening photo above, we understand that screens will be located primarily behind the teller counter, and will display a mix of Capital One promotions along with the omnipresent information feeds (news, weather, etc.). In New York, where North Fork had liberally deployed LCD screens playing network news in ATM vestibules, street-facing windows, and waiting areas in addition to teller counters, we would (logically) expect the use of digital signage to be more pervasive.

It is believed that New Ground, the venerable bank-focused retail design and merchandising firm, will provide software, content, and integration services.

M&T Bank - Small rollout?

Although it is not clear what (or how far) this program has been deployed, we were very impressed with this prototype branch for M&T Bank in the greater Washington D.C. area. M&T, who are partly owned by Allied Irish and who operate a ~700 branch network along the eastern seabord and into western New York, commissioned its new branch design last year following a refresh of its overall visual identity and target customer experience.

As is evident from the photos, digital signage is the key merchandising element in the new branch design. Screens are located behind the teller counter--nicely offset by a simple gradation in the paint color--as well as near the checking writing desk, both of which are visible from the bank lobby (while unrelated to our topic, we can't help but also appreciate the back-lit acryllic surrounding the ATMs...quite the visual impact!). Content on the screens consists of bank messaging interspersed with frequently updated,news, weather, and sports information.


Since the launch of M&T's new branch prototype, we understand that the design has been incorporated into 50 or so denovo branches and that a number of the merchandising elements have been deployed to the network. While the extent to which the digital signage elements have been deployed is not clear, we had heard word of a mid-size pilot (15-25 branches) in the M&T network previously. As always, any confirmation or additional information would be much appreciated!

Branch design, the merchandising system, and communications strategy were provided by BrandPartners, and digital signage software and content services are believed to be provided by Inlighten.

(Photos taken from the BrandPartners website)

St. George Bank (Australia) - Partial Rollout

Over the past few years a number of the leading Australian banks--many of whom are now consolidating--invested heavily in upgrading their branch infrastructure in an effort to regain direct relationships with their customers, as the 'broker' model had made inroads in home lending, small business, and other key customer/product segments. St. George Bank, long viewed as the "fifth" of the "four pillars" (the four large banks who control >80% of most financial product categories), was chief among them.

Starting with its branch-of-the-future prototype in 2007, St. George began investing in branch upgrades and refurbishments across their ~500 branch network, with the key objective being to create an environment more conducive to sales / exploratory discussions. Elements of the new plan included a more open floorplan which minimized barriers between customers and staff, better training for sales personnel, and both dynamic and interactive digital signage elements to prompt enquiries and facilitate sales conversations.

Screens displaying product promotions, community news, and providing updates on customer queue position ("now serving...") are located above teller stations, and large-scale plasmas (50-65") are placed in windows in high-traffic locations. St. George's digital signage content engine is integrated both with its queue management software (to drive queue prompts) as well as its CRM engine, which dictates what product advertisements should be displayed at what location.

Larger, higher-volume locations also receive a "lifestyle wall" treatment--grouped into themes such as simplification and retirement--which includes a series of interactive touchscreens, which enable customers to access product information on a self-directed basis or, more commonly, serve as sales tools for staff to conduct more detailed product conversations. Interactive screens are supported by collateral materials, located proximately on the wall.

It is not known what branch design, software, content, and integration partners St. George uses, nor is it clear in the wake of St. George's acquisition by Westpac (who have their own digital signage solutions) how far the program will continue to be deployed. It is, however, an excellent example of how digital merchandising elements can play a pivotal tactical role in changing the nature (and/or frequency) of important branch interactions.

If our Australian readers have additional information to share, it would be much appreciated!

Lehman Brothers LED (now Barclays blue)

During the current financial crisis, one unexpected benefit of digital signage has come to the forefront -- the ability to rebrand corporate branding and promotional messaging immediately following an acquisition.

In the wake of Barclays' takeover of Lehman Brothers' prime brokerage and investment management businesses a few weeks ago, Barclays immediately washed the LED spanning the block-long facade of Lehman's headquarters with Barclays blue.

Unless Barclays retains Lehman's creative department, passersby will greatly miss the element of visual drama the sign added to its block. Animations--which were coordinated across all the LED panels--incorporated news feeds, corporate branding writ large, and visually appealing full motion video, often of landscape or nature scenes (eg. fields of wheat swaying in the wind, waves).

The original LED design and installation was overseen by Untwist Technology, a NY-based A/V integration firm. The LED manufacturer and content processor vendors are not known.

(Photos taken from news publications and Untwist Technology website)

HSBC - Times Square LED

While our primary area of interest is branch-related digital signage (as the blog title would suggest), we will be covering a few especially impactful out-of-home installations over the next few weeks, the first of which is HSBC's 45' x 52' LED sign, located at the heart of Times Square in New York.

In use for the past 5-6 years, with a significant technology refresh in 2005, HSBC is currently employing it to reinforce its "The World's Local Bank" brand positioning, and to rasie awareness of its direct bank offerings (high-yield savings, online checking). Content is made up of full-motion video and animated versions of HSBC's print advertisements, including time-sensitive rate offers. One recent content example is featured below:

Content development, software, operations, and technology support are provided by New York-based Show & Tell Productions.

(content storyboard taken from Show & Tell website)

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.

ING - Orange Cafe (additional photos)

After our initial post on the ING Cafe in Chicago, a reader was kind enough to share a few additional photos -- this time of locations in New York and St. Cloud, MN -- and some information on the technology solutions supporting it.

Having experimented with a number of different vendors over the years (Gensler, John Ryan, etc.), ING seems to have settled on Rise Vision, of Toronto, as the provider of software and integration services for its digital signage network. Rise Vision nows drives the screen network in each of ING's North American locations, with a number of others (Honolulu, a 2nd Manhattan location) on the books for the coming year.

In terms of screen positioning, the common elements for all stores are digital merchandising placed in proximity to the cafe counter, and internet kiosks for online banking located in the seating areas. In recent stores, ING has also experimented with exterior signage and interactive elements, which enable users to select from a series of informational / educational content. No common screen vendor was identified.

ING - The Orange Cafe

Close to the Magnificent Mile in the heart of downtown Chicago you might notice this bold new store. You could be forgiven for a moment for thinking that it must be one of those new fresh juice bars but no, believe it or not this is the new ING bank cafe.

Firstly the designers have used the ING orange very effectively on both the exterior and interior, the store is immediately noticeable. Once inside you might think you are in a trendy coffee shop on the West Coast. The teller line is gone and has been replaced with a coffee and juice bar, and the furniture looks like it is straight out of a show room,

The employees are not tellers but instead servers that will take your order for a coffee and if you are hungry will whip up some light food from the menu. I must say that it all tasted rather good.

Installed on the walls are plasma screens displaying a mix of CNN, and custom developed ING content. The ING branded content looked a little simplistic, some basic ING product information and stock market feeds.

After getting my coffee and a cake, I sat down at one of the complimentary internet terminals and browsed the ING homepage. After a short while I navigated to both Bank of America and Wachovia websites where I was able to login to my online banking accounts.

Also on show were leaflets that contained ING product information and even those seemed more interesting than usual. If I felt so inclined I could have brought home ING branded pens, cups and shirts for a small price.

This is a great example of how a bank can brand themselves as progressive, and yes maybe even cool.....

Pinnacle Bank - 60 site rollout

In this time of limited rollouts in the banking arena we wanted to highlight a very good example of a digital signage rollout.

Pinnacle Bank, a regional bank based in Nebraska, has implemented a digital signage network in 60 of it's locations. Pinnacle has a portfolio of branches based in diverse locations. This means that Pinnacle needed the flexibility to target content based on a client base for each type of branch.

Each location will be installed with a branded enclosure housing a 32' vertical LCD screen. The fixture (shown above) is placed in the main lobby facing the teller line and waiting areas.

The content strategy has been developed to provide a better customer experience and inform customers about products. The loop will include a mix of product information, branded messages and local and national infotainment. The content seems to be a mix of flash and video and looks well developed.

The network is controlled using Nanonation's hosted solution. Pinnacle uses the Nanonation platform to share global content while also targeting content by group and by branch- for example, agricultural loan promotions only show in rural branches in farming communities.

We like this network. Pinnacle and Nanonation have implemented an effective network using a vertical 32' screen in a branded fixture with good content.

In fact the vertical 32' screen is very effective- both because of the size and the rotation. Others take note here, the 32' screen is about half of the cost of a 42' LCD and looks just as powerful.

Implications of the credit crisis on digital signage in banking?

It is hardly arguable that the US credit contagion having spread to a new scale--in terms of the breadth of asset classes impacted, its now-global footprint, and its impact on leading institutions. 25 years of consolidation in the US has seemingly occurred in the past two weeks...

Given that financial services firms have been among the most aggressive adopters of digital signage, it seems reasonable to wonder what knock-off effects the crisis may have on continued market growth and the signage vendor community

We have some very clear opinions on the topic, which will be shared in due course, but thought in the mean time we would open the question up for discussion.

Please share your thoughts in the comments....

Woodforest Bank - Network Rollout (600 sites)

It was announced this past week that Woodforest National Bank, a roughly $2.8 BN in assets bank who have rapidly expanded their retail branch footprint over the past three years, would deploy digital signage to all 550+ locations. Woodforest, whose network spans 9 states including Texas (its headquarters) and much of the South, is known primarily for its partnership with Walmart to develop in-store branch locations, its marketing and efforts to serve the underbanked (eg. recent immigrants, those with prior credit problems), and its adoption of a 7-day operating model.

Woodforest's digital signage network will consist of screens located at the entrance to its in-store branches, where they will be visible from the store checkout area and retail floor, as well as located behind the teller counter. Content, which will include promotional spots as well as news updates, will be developed and managed centrally.

Woodforest had been experimenting with digital signage in its in-store locations for the past few years using the Inlighten software platform, but chose instead to move forward with Omnivex for its full deployment. Cindi Stewart, the bank's VP of marketing, indicated that Omnivex's ability to handle data at scale was a key factor in the decision.

Key Bank - 650 branch (slow) rollout

Sorting through the inbox this weekend, we noticed that Diebold have quietly announced a substantial rollout at KeyBank (long rumored), starting with 8 of the bank's recently refurbished upstate-New York branches. The rollout, which is slated to address ~650 of the bank's 950 branches over the course of three years, is part of a broader upgrade of the bank's customer-facing electronic interfaces--including large-scale electronic displays behind the teller counter (visible displaying Key's logo, above), enhanced ATMs, and self-service deposit machines.

According to the press release, the core objective of the program is to migrate customers to more self-directed service options, freeing up branch staff to provide more in-depth assistance on more complex, consultative issues, and ultimately reducing transaction-driven branch traffic.

Once deployed, much of the content on the screens will be centrally developed and directed, but each branch will also have the flexibility to program its own community content (e.g. uploading images from community events) and provide customized local offers. Content will be delivered over the bank's existing network infrastructure, and managed using software provided by Diebold. Ostensibly, content will also be delivered to the ATM screens, where offers can be customized using the bank's CRM data.

This is one of only a few cases we are aware of where an ATM provider such as Diebold is also providing digital signage infrastructure and software, but it would seem to us to be a logical extension of the existing service agreements such companies provide.

Bank Leumi - a smart approach

We turn our attention next to the hot digital signage market in Israel. Bank Leumi, one of Israel’s oldest and biggest banks, has implemented a digital signage system in roughly 170 of its branches. The network was installed in June 08 by TVeez and used TVeez' Marketing Intelligence Platform and Minicom’s Audio Visual Display System (AVDS).

A unique feature of the Leumi network is the identification of key customer information and the automatic targeting of content based on a marketing profile.

The signage platform is linked into the bank teller stations and key information regarding customers is passed to the TVeez platform and matched to a profile. Using the banks own defined marketing rules the TVeez platform then pulls promotional and educational content relevant to the customer. The content is then displayed on the teller channel for the customer to view while waiting to finish their transaction. This is a more sophisticated approach of targeting content to screens to increase relevancy to the customers in the branch than the more commonly used approach of programming a loop.

Additionally the platform has the capability of displaying content of different lengths depending on the time of day and volume of customers in the branch.

TVeez has made available some results from the network that we are displaying here- more detailed information regarding the project is available from the TVeez website.

* Targeted messages at the teller station resulted in 120% more enquiries at the
teller
* An increase of 23% in purchases of financial services – loans, credit cards, CDs, securities, and more
* 42% increase in sales revenues
* 57% increase in customer satisfaction

We think this is an exciting approach to a digital signage solution. In the same way that the internet industry developed smarter ways of marketing through making content more relevant to the viewer, digital signage must follow suit. We must also congratulate Bank Leumi on having the vision required to implement a more advanced solution.

Watch this space for more from TVeez.

Banc Sabadell - Audience measurement pilot

Wututu, the audience measurement company based in Spain, has been selected by the Banc Sabadell to implement its audience measurement system Person Counter in the newly installed digital signage network in Banc Sabadell locations. Banc Sabadell, currently with more than 1,100 branches in Spain, will initially carry out a pilot in more than 30 branches, and will study the viability of deploying the system across the network.

During the first phase of the pilot, Banc Sabadell will incorporate two screens per location, one inside and another one behind the glass display nearby the entrance which will broadcast varied information and advertisements about the bank and its products. Person Counter will capture and report on how many people look at the screen and for how long each person watches the messages being displayed. The system can also identify which message was view and tie this back to product sales. This data will be used to measure the effectiveness of the system and content being displaed.

Person Counter uses a camera and high speed wireless or 3G to send the data back to the central application.

It will be interesting to see how this pilot develops. There are many companies in the space of audience measurement but so far high investment costs in the equipment and software has prevented any network wide implementations. Some of the newer products on the market now use standard web cameras to lower the cost, as well as shifting the pricing model to a one time payment for the software.

This coupled with the argument that the measurement system is only needed in a small % of the network to generate solid results could mean we see more projects of this type in the near future

Lloyds TSB - window displays

Whilst we are cleaning out the inbox prior to New Year's, we may as well provide some quick coverage for Lloyds TSB's other forray into digital signage--the primary one, we're told, being its award-winning work with Immedia, covered here--its limited deployment digital window displays in about a dozen high-street locations throughout London.

The displays, which are powered by LCD projectors illuminating window-mounted 3M vikuti film, feature focused product advertisements and the occasional branding spot. Network management software is also provided by 3M (the FRED platform).

HSBC France / SMC - Network Rollout

I was recently informed that HSBC, and its subsidiary Societe Marseillaise de Credit, have embarked on a networked digital signage rollout to their 160+ offices across France. HSBC's premier banking offices in Paris will be the first to receive the networked solution, and the remainder of the network will receive treatment as branches are built and/or renovated.

SMC has long maintained an in-branch TV network, distributing bank advertising content via dvd's to screens located behind the teller counter. According to an SMC marketing manager, the decision to move forward with a networked solution was made based on the continued reduction in technology costs, the need to simplify distribution, and the desire to feature more time-sensitive information such as branch events.

Network management software will be provided by GL Trade (the product is called "GL TV"), a relative newcomer to digital signage but long a global leader in supplying financial markets data and trading platforms to financial institutions.

Charles Schwab - Network Rollout

Five years ago Charles Schwab, one of the largest retail brokerage firms in the US, would not have been considered a bank by most standards. However, the firm recently made a bid to attract core deposits through a high-yield online checking account linked to its internet brokerage platform, and is making significant headway in the mass affluent segment (among the most valuable to banks). One of the prototypical clicks-and-mortar success stories, Schwab operates a network of more than 300 full-service branches and, along with them, a nifty little digital signage network.

Installed in roughly 125 high-visibility street-level locations concentrated in the largest urban markets across the US, Schwab's digital signage network includes window-mounted and interior facing lcd "posters," and a interactive kiosks positioned a few paces after the entry to the lobby. Schwab clearly went all-out on the integration of the screens--even in their existing retail locations--as they blend seamlessly into the overall retail environment, often surrounded by back-lit acryllic panels or built directly into the woodwork.

The window displays are typically made up of multi-screen arrays (either 2 x 1 in portrait format or 4 x 1 banners) and broadcast content consistent with Scwab's mass-media advertising campaigns. Of particular interest are the "Ask Chuck" spots, picking up a theme developed in Schwab's TV and print media, which provide answers to common questions asked by Schwab customers via the firm's web portal.

The internal screens are generally single-screen "posters," which provide information on new product features, investment advice, and current stock market updates, and one of which can be used to make powerpoint presentations to customers during lunch or after hours. Given the strength of the content for the other applications, the interactive kiosks are a bit of a letdown, but they do provide nice functionality to search upcoming branch events and seminars throughout the regional area, and the ability to print out information otherwise stored in paper brochures.

The overall retail environment was designed by Skidmore, Owings, & Merrill, and content is developed by Schwab's internal team along with support from its interactive agency. According to my sources, the network is managed using a proprietary system Schwab developed internally--a first for the digital signage industry given the size of this installation?--which appears to run smoothly.

(Photos taken from Skidmore, Owings, & Merrill website)

Bank of America - latest network failure (bsod)

Much has been written here about the disappointing execution of Bank of America's digital signage network--poor screen placement, primitive TV/bank content mix, etc.--but the feared black-screen-of-death ("BSOD") captured across at least nine screens in a high-profile location during rush hour is without doubt a new low. Network operators, this is a lesson on why local cache-ing of content ("store and forward"), PC redundancy and/or local service should be non-negotiable criteria for your digital signage technology.

Maybe the "no sync" message on the screen is meant to signify that the bank and Creative Realities, its digital signage provider, just "don't get it"...

Commerce Bank - Network Rollout

Virtually since it began its aggressive branch expansion, Commerce Bank has relied on digital media to communicate to its customers. The bank, whose 450+ branch network spans the Atlantic coast including the key markets of Boston, Philadelphia, New York City, New Jersey, Washington DC, and Florida, is well known for its commitment to service excellence and differentiated branch experience. It has been well-documented that Commerce was the pioneer of extended hours, having branches open seven days a week, and including customer-friendly ammenities such as coin counters and bowls of water for accompanying dogs; what is less-commonly identified is that Commerce can be largely credited for the inclusion of flat-screen monitors behind the teller counter in the thousands of denovo bank branches that have been built in major markets across the US in the past few years.

The Commerce network is simple and focused in its strategy and execution. All branches receive 40"-42" monitors behind the teller counter showing Commerce promotions, educational pieces on financial needs and banking products in general, and some general community information. Additionally, branches located in areas where there is substantial pedestrian foot traffic also receive a large-screen installation of either a 64" plasma, or an array of rear-projection screens, which is designed to operate like a rotating billboard. Where content on the screens on the teller wall is clearly oriented toward cross-sell or retention, the "billboard" screens focus entirely on brief, focused acquisition messaging, with common themes including the number of branches Commerce is opening or has open in a given community, or enticements to visit the branch like the coin counting machines or events. The simplicity and clarity of purpose of the network has enabled Commerce to operate it seamlessly for years in the absence of a large media production budget or high-speed network bandwidth (or, in some cases, any network connectivity at all).

Given the level of integration with the overall branch design and the low-cost of ownership, imagine my surprise when a few years ago I heard Jeff Porter of Scala identify Commerce in his annual 10-worst digital media installations for being able to manage some updates using a cd-rom, rather than the internet...a classic case of a misguided technologist (and in this case with an agenda to peddle network software) forgetting that what really matters is the impact of an installation, not the means to achieve it.

It will be interesting to see the fate of Commerce Bank's digital signage network with their recent acquisition by Toronto Dominion, who have experimented with digital signage using Canadian service providers but have never rolled it out. For the time-being content, network management, and site installation/maintenance is provided by New Jersey's Diversified Media Group (a small gem of a network service provider who I was not aware of until recently, but who manage digital signage networks for Nike and JC Decaux, among others). Software for networked sites is provided by C-nario.

Lloyds TSB - 2007 POPAI award winner

POPAI, the largest point-of-purchase industry association, recently announced the winners of its awards for excellence in the global POP market. Gold, silver, and bronze medals are awarded annually in categories ranging from cosmetics to telecommunications, with the notable omission of retail financial services (no surprise when one considers the generally poor management of branch environments). This year, however, Lloyds TSB and its in-store digital media partner, Immedia, were the recipients of not one but two gold medals in the digital content and digital network categories, the first time in my memory that a financial institution has received such an honor!

Until recently little was known about Lloyds TSB's digital marketing program, with the exception of a highly publicized but relatively unsuccessful deployment of 3M's vikuti screens in the windows of certain high visibility locations, but in conjunction with Immedia they certainly seem to be getting it right. The branches outfitted with Immedia's proprietary "RadioVision" network broadcast an integrated audio-video programme where the audio track, which features music and news updates in addition to Lloyds adverts, is timed to trigger relevant digital content on strategically placed plasma screens. The network has been in place for the better part of two years at this stage, and judging from the responses of POPAI's panel and the customers and staff canvassed in the video on Immedia's website (obviously biased), it has been quite well-received. The testimonial video may be accessed by clicking on the screen capture below:

It is unclear at this juncture how many of Lloyds TSB's branches have been outfitted with the technology, or what future plans may be, but I would be keen for an update if any reader can provide it. Immedia, as mentioned, provides the proprietary software platform, integration, and audio/video content development services.

(Photos taken from the POPAI and Immedia websites)