Can ATMs and digital signage work together? Here are three facts to consider.
An article written by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator
The age of the single function device is quickly fading away. As a result, many self-service operators, ranging from kiosk manufacturers to ATM operators, are looking for ways to add additional features or subsidiary devices to machines. For example, some operators are deploying ATM digital signage.
ATM digital signage can take a few different forms, but it boils down to two main types. These include a display attached on top of the ATM as a completely separate device, or by simply running looping content on the ATM when not in use or when it is loading a transaction for a customer.
Samsung describes it as the next evolution of deploying marketing messages at ATMs.
„Marketers of all stripes are taking advantage of customer engagement at ATMs, and they’ve topped them with printed posters and wrapped them with vinyl graphics. But the ideal has always been to add ATM digital signage solutions that enable motion messages, remote updating and management,” Samsung stated in a post on Samsung Insights.
There are several key benefits to using ATM digital signage. The ATMUSA identifies them as: increasing sales, improving overall customer experience, replace paper signs, improve brand awareness.
However, when using ATM digital signage, there are a few facts to consider.
. ATM digital signage works best in retail – This is because customers are already shopping and will be more open to marketing messages. Retail ATMs can work in tandem with the store to promote items customers may be interested in, especially low-ticket items that they are more likely to pay cash for.
. ATM digital signage needs good data – In order to provide these marketing messages, the device needs access to good data, both in-store and customer data. For instance, changing content based on weather conditions or using customer demographics to target marketing messages.
. ATM digital signage needs good content – All of these tactics don’t matter if the display doesn’t push good content. In many cases, retailers and ATM operators alike don’t pick the best content for the display.
For example, they may deploy static content that doesn’t change based on outside factors, or they may push content that doesn’t provide useful information to customers. Another factor is giving content that engages with customers. This could be as simple as providing a QR code customers can scan at the display, inviting them to download an app or take part in a survey for a discount. A display that doesn’t provide good engaging content is just an expensive toy.
Overall, ATM digital signage works best in a retail environment that can push messages in a format customers are more comfortable with. This doesn’t mean that drive-thru banking digital signage can’t be effective as well. There are simply more barriers to acceptance from visitors.
As with all customer facing devices, the goal should be to provide a better customer experience. Digital signage isn’t a one-stop-shop for improving the experience, but it can be a useful tool to use alongside ATMs.
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