Study: Digital Signage Is Positive Addition To Banking
By Ally Kutz, contributing writer
Digital retail solutions company STRATACACHE recently released the results of its Understanding the Role of Digital Signage in Retail Banking survey, overseen by Brand Finance and Luth Research, both market research firms. The study surveyed almost 4,000 respondents across 17 North American banks in January and February of 2014.
The study split customer profiles into four groups with similar attitudes toward technology — “Aspiring Alvins,” “Digital Daves,” “Simplicity Sues,” and “Retired Rays” — and assessed the impact digital signage has on North American retail banking customers in attitudes toward digital engagement, brand impact, brand effectiveness, and advertising effectiveness.
According to the study, digital signage is perceived as an effective form of communication between businesses and consumers, with digital signage holding more positive associations and the belief that it is a less intrusive and a more innovative advertising method when compared to other forms of media.
Of those surveyed, 77 percent from the U.S. considered banks using digital signage more innovative than those that do not; according to the study, the innovation rating is directly correlated with customer satisfaction, with those banks considered innovative receiving higher customer satisfaction scores.
According to respondents, digital signage is recalled as frequently as traditional advertising outlets, but at a much lower cost when compared to TV advertising. The survey goes on to say that digital signage has become favorable when compared to TV advertising, leading to the assumption that greater exposure to digital signage will lead to positive associations and favorability in the future.
Digital signage is efficient due to its low cost and flexibility in message; according to participants, your banking IT customers that do not use digital signage are cheating themselves of the opportunity of easy advertising as well as offering new prospects to their current customers.
For more information on the report and to request a copy, click here.