Marketing and Sales Processes Centrally Controlled
Purchasing Tickets at ATMs.
Market researchers see huge potential in the use of value-added services that use self-service systems (Glossary) , not as a marketing tool but as a direct sales channel and revenue generator. Tickets and coupons, for instance, can be offered at self-service terminals with the help of Wincor Nixdorf’s PC/E Value-Added Services software. Offers such as these are becoming increasingly popular. In 2008 alone, more than 3.7 million top-up transactions for prepaid cell phone cards were made at 8,100 ATMs in the FinanzIT network of German savings banks. According to a study by Retail Banking Research (RBR), around 86% of all train and bus tickets were purchased at ATMs in Portugal in 2008.
Through electronically displayed information ATMs can draw attention to targeted products and/or services and prompt customers to seek out bank advisors.
Commerzbank Tests Interactive Display Window. Digital signage has a significantly higher promotional impact on customers than conventional posters. That is a key finding of a pilot application, the “interactive display window,” which Wincor Nixdorf installed in a branch of Germany’s Commerzbank.
Commerzbank is Germany’s second-largest bank, providing services to private and business customers as well as medium-sized enterprises. For the pilot, Commerzbank advertised a standard financial service. Together with renowned research institutions, the bank established that both customer traffic and awareness increased sharply with digital signage, compared with traditional posters.
Moreover, Commerzbank now plans to test direct marketing measures on self-service terminals. Via digital media, customers can receive information about the bank’s products and services outside business hours.
