Digital Signage for financial institutions in 2025
Digital Signage: over the past five years, one of the most popular ways to capture consumer attention has been rebranding.
Following the crisis in promotional strategies for banking retail in 2024, a noticeable trend has emerged toward using internal communication channels within banks. This has become possible, in particular, thanks to software for digital signage and digital signage players.
Ways to increase retail sales in banks
How can retail sales be increased in the existing banking network in 2025? How can a next-generation retail system be created? These questions increasingly concern bank strategists, marketers, and consultants. There are numerous methods, most of which are tied to technologies and processes within financial institutions. At the same time, these methods are only indirectly related to how the bank is perceived by its clients.
A typical situation: a design studio approaches a banker, assuring them that business will improve if a new sales point design is developed. At first glance, everything seems obvious: a new format, modern image, and customer convenience should drive sales growth. However, this is a misconception. Changes in retail business require the involvement of several departments and external companies. Often, areas such as marketing, design, product development, communications, architecture, processes, and services are considered separately, even though they are components of a unified, customer-oriented bank.
How can one evaluate whether a new design will generate profit and, if so, how much? Redesigns or rebranding have been popular solutions for updating financial retail networks in recent years. However, experience shows that predicting their effectiveness is difficult. Bankers often make decisions intuitively, focusing on appealing visual materials rather than precise calculations. In 2008, the companies John Ryan and McKinsey conducted a study that revealed 40% of bankers, if given the chance to turn back time, would not have changed their design or implemented rebranding programs.
In some projects, radical design changes are not necessary; enhancing existing capabilities is sufficient. For example, in FNB Bank, one of the largest banks in South Africa, experts from John Ryan found that the range of banking products was too broad, complicating effective sales. It was proposed to reduce the number of products from 130 to 9 and actively utilize cross-selling in shopping malls. Additionally, merchandising began to be implemented in the bank’s branches, and interactive branded bank zones were created in shopping centers. These actions ensured a 26% increase in sales and attracted 30,000 new clients from shopping malls.
Digital Signage: a modern solution for marketing and sales
The most effective marketing tool at points of sale today is Digital Signs, or digital merchandising, which serves as a stricter alternative to traditional methods of capturing customer attention and boosting sales.
Digital Signage system: components and advantages
A modern Digital Signage system includes monitors, touch screens, terminals, interactive devices, and digital signage players located in bank branches or other points of sale. All these devices operate under the control of specialized Digital Signage software. One of the main advantages of this technology is the ability to centrally manage content in real time.
The system’s content can include videos, animated blocks, and text messages displayed in the desired sequence. For example, a specific bank branch may showcase content tailored to local needs, sales performance, or particular marketing objectives.
Interactivity and personalization
Interactive devices within the Digital Signage system allow for receiving customer feedback. The system’s software immediately adjusts the content to specific requests, ensuring a personalized approach. Thanks to centralized management, the content remains relevant and meets audience needs, significantly outperforming other marketing tools.
Digital Signage: ROI and implementation experience
Digital Signage technology demonstrates the highest ROI among marketing tools by combining the advantages of television, outdoor advertising, internet interactivity, and point-of-sale promotions. Banks are gradually adopting the experience of retailers like Walmart, Tesco, O2, and Orange, who have long used Digital Signage to increase sales.
For instance, in the 2000s, Walmart installed screens in its stores to display advertisements. Initially, the content consisted of 30-second commercials similar to those shown on television, but studies revealed the low effectiveness of this approach. Customers lost interest upon noticing repeated TV content. An analysis of customer behavior also showed that shoppers spend an average of 40 minutes in the store, with 60% of purchasing decisions made impulsively.
This experience allowed Walmart to change its approach, creating content that considered customer specifics and behavior, thereby enhancing the effectiveness of Digital Signage as a sales tool.
Digital Signage: a modern approach to marketing communications
Walmart asked itself a critical question: how can the digital signage system be effectively utilized in POS marketing, transforming it into a powerful communication platform? Walmart welcomes 140 million shoppers every week, which is at least twice the audience of any popular TV show. In terms of audience reach in the U.S., Walmart can compete with media giants like ABC, CBS, Fox, and NBC. Therefore, in-store screens have become an integral part of solving marketing challenges.
To optimize the use of this infrastructure, Walmart developed an intelligent content management system called smart network and a new screen placement scheme. Screens of various sizes are now installed not only above aisles or near checkout zones but also closer to product shelves. The content displayed on the screens varies depending on the department.
Flexible Digital Signage software
The content management program is influenced by external factors such as weather forecasts, time of day, temperature, local events, or sports activities. For example, the system automatically launches ads for cold beverages when the temperature exceeds +30°C or sunscreen promotions a few days before the weekend if sunny weather is expected. Additionally, this system is integrated with mobile marketing and social media, making it even more versatile.
Message moderation in the Digital Signage system happens very quickly, allowing content to be instantly adapted to current conditions.
Results of Digital Signage implementation
According to Mike Hiatt, the sales of products advertised through Smart Network in alignment with external factors increase by an average of 64%. For example, cereal sales rose by 147%, and mouthwash sales by 121%. The ROI for suppliers using Smart Network remains impressive.
While such results are characteristic of large retailers with significant resources, digital signage systems are also successfully utilized in banks.
Digital Signage in financial institutions
Financial retailers are increasingly integrating Digital Signage into their marketing communications. This technology helps customers choose financial products and access necessary information and knowledge. Just like in traditional retail, it is essential for banks to have a Digital Signage system to display messages in various zones where customers make decisions (self-service areas, cash desks, and consulting zones).
Bank employees at branches equipped with Digital Signage systems note that interactive terminals simplify customer service and influence their decisions, significantly improving the overall efficiency of the institution.
Digital Signage as an effective solution for bank communications
During a recession, when resources for promoting services and products are reduced, banks choose tools that directly impact sales, particularly at points of sale. Budgets are being reallocated from television to internal communications within bank branches. This trend is relevant across markets on all continents. Instead of spending on branding or design development, banks are investing in Digital Signage solutions that deliver measurable results.
Personalization through Digital Signage software
“Imagine one of your bank branches in Manhattan has customers who speak Czech, typically visit between 4:00 PM and 5:00 PM, and are interested in debit cards. In this case, the Digital Merchandising system can be configured to display debit card advertisements in Czech specifically during this time! Each of the bank’s 1,000 branches across various countries can run such micro-campaigns to personalize customer engagement,” says Nancy Radermecher, President of John Ryan International.
Integration of LED screens and software in banking networks
A notable example of successfully implementing screen software is the Spanish bank Caja Mediterráneo, which focuses on localization. Its retail network includes 1,100 branches, each operating three communication channels. On two channels, the screens broadcast information relevant to the specific branch: weather forecasts, news, time, announcements, and local advertisements for real estate, legal services, and social programs. This approach makes the bank more appealing than a typical payment service point.
Through the third channel, which operates in sales zones, promotional messages about banking products are displayed. The Digital Signage software enables content to be broadcast in eight languages, considering national specifics. The display of messages depends on the commercial performance of a specific branch over the previous week.
Effectiveness of the Digital Signage system
According to Nancy Radermecher, the system reached 80% of the bank’s retail network in just two years, leading to a 14–26% increase in sales of banking products across various branches. Interactive terminals allow marketers to run several micro-campaigns simultaneously, tailoring content to different audiences. The entire Digital Signage system is managed by a single employee, highlighting its efficiency and automation.
Digital Signage as a tool for change in banking logistics
The Digital Signage system can impact not only communication but also logistics within branches. In a project with Malaysian bank CIMB, the primary goal was to move most operations to the self-service area. Previously, clients rarely used ATMs, but the new approach aimed to change this scenario. At the same time, for those remaining in line, a system was organized to make the waiting time feel shorter and more beneficial for both clients and the bank.
This strategy supported the bank’s mission to improve people’s lives by making them more financially literate. To achieve this goal, a Digital Signage solution was implemented, including interactive kiosks, an “electronic queue,” and corporate television. As a result of this system’s implementation, credit product sales increased by 97%, and deposit product sales rose by 117%.
Research on Digital Signage implementation in banks
Every year, John Ryan conducts a survey of leading European banks (Digital Signage Survey) to assess the prospects of using Digital Signage in the financial sector, identify challenges in implementing and managing these systems, and evaluate the importance of bank branches as sales channels.
According to the 2009 Digital Signage Survey, 53% of financial institutions had already implemented certain elements of Digital Signage systems, and 8 out of 10 planned to do so within the next 2–3 years. In the U.S., this technology lags several years behind the European market, but overall, the Digital Signage market is growing by 60% annually.
Recession as a catalyst for Digital Signage development
The current recession has only accelerated the adoption of Digital Signage solutions in the financial retail sector. This tool has proven its effectiveness and manageability in selling banking products. Banks have started to make better use of their branches, focusing more on marketing directly at points where customer decisions are made, rather than on television advertising.
Digital Signage has become not only an effective communication medium but also a key tool for increasing the productivity of banking networks and engaging customers by enhancing their in-branch experience.
Conclusions and prospects for Digital Signage implementation
Digital Signage technologies have proven effective as a universal tool for the banking sector. They not only contribute to increased sales and improved customer service but also provide a strategic advantage in a highly competitive environment.
The ability to personalize communication, integrate with other digital channels, and adapt to changing external factors makes Digital Signage an essential part of the modern marketing ecosystem. As a result, banks can address short-term challenges while laying the foundation for long-term development aimed at strengthening customer relationships.
The future of financial institutions lies in the realm of innovation, and Digital Signage is the tool that combines technology, convenience, and emotional connection, creating a unique experience for customers in every bank branch.
Advision — Content Management System for remote management and media planning of video and audio content broadcast. We help offline businesses and advertising companies automate workflows and implement reliable Digital Signage infrastructure using our own software and hardware solutions.
Contact us and we will help you implement the most modern technologies to solve your problems!
Share the news