In today’s fast paced business environment, financial institutions are finding that many of their banking centers service a growing number of their customers in the drive-thru lane. In fact, a July 2005 article in the ABA Marketing Journal states that over 40% of customer branch visits now take place in the drive thru.
Consider the following:
· On average, the transaction time of a drive thru visit is 2-4 minutes.
· Drive-thru traffic is at it’s highest during lunch hours and shortly before closing when teller availability is often thinnest.
· Drive-thru customers are typically short on time and at a distance from the teller.
· Tellers often manage multiple transactions simultaneously.
All of these attributes contribute to a less effective teller/customer transaction and therefore diminished opportunity for the teller to address the cross sell. With this in mind, we have found great success when our customers integrate our digital signage system in the drive-thru. As with many digital signage products in the marketplace, Codigo can be easily plugged directly into most any drive thru system without great expense. As a company we have the most experience with Diebold but these systems can typically accommodate another composite connection without much trouble.
Once installed, the financial institution can now start to communicate effectively with their customer base about products and services which otherwise would not be presented. If done well, digital signage can drive customers into the branch where more profitable core product purchasing decisions are made. It is therefore critical that financial institutions address the drive thru marketing opportunity. Those which choose not to will surely lose business to more savvy competitors.
If you would like to learn more about how to implement a digital signage solution in the drive-thru, please contact us directly at sales@captiveindoormedia.com or by phone at 1-502-896-0947 to set up a no obligation consultation.
