DDS installs high-end Digital Signage project at Alior Bank - powered by Scala
Video Description
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Alior recognized that its service centers acted as a
communications channel in their own right. Prospective
customers were as likely to visit a center to experience
the brand, investigate products and services, and talk to
staff as they were to engage traditional and new media at
home and online.
Alior also recognized that it needed to find a way to
convey product and service information to customers
but wanted to reduce its carbon footprint and support its
green credentials by substantially decreasing its reliance
on printed leaflets, brochures, statements and other
paper-based products. Its target was a reduction in its
consumption of paper-based products by 50 percent
compared to traditional retail banking businesses.
The diversity of its myriad goals led Alior to the conclusion
that digital retail media would enable it to deliver on all of
these requirements: its “eureka” moment.
Alior subsequently engaged with DDS Poland, a leader
in digital signage and retail media communications, to
develop a wide range of cutting-edge digital products and
services to enhance the customer experience, reinforce its
core brand values and promote account growth.
“The Alior Bank digital retail project is undoubtedly the
most advanced implementation of its type in Poland and a
leading example of how converged media can work seamlessly
to contribute to business growth, improved customer
experience and reinforcement of core brand values. I am
extremely pleased that the outcome of our work has had
such a meaningful impact on Alior and that it has been so
complementary to the overall approach of the bank. I am
certainly proud to say that the network has reduced the bank’s
carbon footprint and made a visible positive difference in the
way they do business. I can safely say that Alior’s network has
been a great success, as confirmed by the interest it has
generated in the rest of the financial market in Poland.”
Leszek Golonka, Managing Director, DDS Poland
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Alior and DDS Poland recognized that four key touchpoints
exist within a typical customer journey through and
around the store:
• Front of store
• Welcome area
• Counters
• Banking consultants and rest of store
1. Front of store: The attractor
High-impact, brief messaging on products, services and
brand-building content is displayed on the main streetfacing
window of each service center reaching out into
the busy street to capture the attention of passersby. This
content is designed to quickly engage, build brand recall and elicit a positive response from the customer, either to
visit the bank or go online to find out more about Alior
and its offer. A powerful projection system broadcasts
Alior Bank content onto a thin transparent film attached to
the inside of the window delivering a high-impact/highcontrast
message to the street without sacrificing natural
light into the store for a brighter, more appealing store
environment.
2. Welcome area: Signposting & way-finding
As a customer enters Alior Bank, he or she is greeted with
a network of large-format (40”+) plasma and LCD screens
designed into the retail environment which help them plan
what they would like to do, in what order, and where in the
store they need to go to fulfill their requirements.
3. Counters: Perception management
Alior has deployed screens at service counters and as
part of a queue management system to provide product
and service information to customers waiting to see a
consultant.
Screens adjacent to the service counters display longerform
content for longer average viewing periods during
queuing, often anticipated at peak times. This content
provides helpful new product, service and brand
information to customers while they wait, offering
incentives where appropriate.
4. Banking consultants and rest of store:
Rich information, relevantly delivered
Further broadcast screens (one-way communication
channels) are located in key areas throughout the store
including consulting areas and other areas where queuing
is likely. These screens are designed into wall space and,
similar to the welcome screens, they provide store-wide
coverage for key brand and product information.
Alior has built the existing multichannel approach into
their store concepts for 2009, and it is likely that customer
research conducted in 2009 will indicate how the service is
used by customers, identify which parts are of most value
and clarify areas for further development in 2010.
What is clear from an anecdotal perspective is that Alior
and its customers like the digital approach as it underpins
many of Aliors brand values. In this regard, digital signage
and digital retail media are likely to be seen as integral
to the retail offering, not just “bolted on,” as there are
tangible benefits that come from deploying digital media.
There simply wouldn’t be, for example, any other way to
convey the same volume of product and service messaging
without using digital media unless the bank reverted to
paper, which it has pledged not to do.
The adoption of digital as the core in-store communications
medium also provides customers with a level of interaction
and choice that Alior’s competitors do not currently offer.
Not only does this provide additional value to the customer,
it also provides a point of difference with competitors and
will assist Alior in positioning itself to reach out to the 2-4
percent of the market it has set out to capture by the end
of 2009.
