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Jyske Bank Uses CoolSign Digital Signage

Jyske Bank is one of the largest banks in the Nordic country of Denmark. Headquartered in scenic Silkeborg, Jyske has a unique outlook on retail banking, and has strongly embraced a fully integrated marketing approach that incorporates digital signage and other technologies as an integral part of the customer experience at their 125 branches. Following the traditions of Scandinavian design, all the elements of building, fixtures, and technology are melded together with a colorful, modern flair. Their signage network was initially deployed in 2006 and continues to evolve.

Approach

Jyske’s integrated marketing seeks to engage the customer on multiple levels. In an effort to deepen the relationship between the bank and its customers, and the communities they’re in, they have designed their branches to very open and experiential. The entry areas are inviting, with branches using digital signs facing the street featuring bold content and in some locations floor projections that welcome customers and guests. The floor plans of the branches are large and comfortable, inviting frequent visitation –reinforced by clever strategies like providing free coffee to anyone who cares to visit. Even information about banking products is presented in a truly innovative manner, with clever printed pieces places on “retail shelves” for casual browsing.

Implementation

Jyske has created four key zones for its digital signage: Entry area, Themed promotion area, Teller area, and Coffee bar. The Entry area screens, typically 42” LCD screens placed in branch windows and facing the street, feature bold motion graphics messages highlighting current bank promotions. The number of messages is kept low and they are kept brief, so that they can be easily digested by passersby. Once inside the door colorful vinyl floor decals, and in some cases interactive floor projection, are used to build the welcoming feel of the branch.

Once inside the branch, the Themed promotion area is front and center in the view of visitors. These “marketing islands” employ a combination of static and digital media to present the product or service currently the focus of the banks integrated marketing campaign. In this example, the bank is promoting the launch of their new iPhone app for online banking. The 42” LCD screen is accompanied by static messaging pieces as well as cleverly designed takeaway cards with coordinated graphics and QR codes to make it easy for customers get more information online and/or download the app. Note how every detail is attended to, with even the App’s graphics mimicking the mock retail store design of the branch.

The 42” LCD screens in the Teller zone keep the customers educated and informed of bank products and services, but also provides some locally relevant information such as weather. These screens’ placement not only drive marketing, but provide queued customers a distraction that reduces their perception of time spent waiting. The Coffee bar area similarly engages customers with a mix of bank and content messages that they can watch while enjoying their free coffee. This area employs smaller 32” screens, and is the only area where sound is employed. Here again, great care was paid to overall experience, with the sound being delivered through a directional speaker system audible only to persons sitting at the coffee bar, and does not disturb neither customers nor staff elsewhere in the branch. In addition to the primary signage elements, the branches feature an interactive station where the product information packages’ barcodes from the retail shelves can be scanned and more detailed information obtained by the customer. In some branches, small 7” digital signs are integrated into an area for children, where engaging content keeps the youngsters distracted while mom or dad take care of their banking.

Network Design & Operations

The digital signage network at Jyske is considered mission critical for their business. As such, It is managed by their IT partner, JN Data, and shares the network infrastructure of the bank overall. The physical network at Jyske boasts fiber WAN connections to each branch, and is fully multicast enabled. Their CoolSign Enterprise Server is housed at the main datacenter of JN and managed alongside the banks other servers. At each branch, a CoolSign Site Controller connects back to the server in the NOC and handles the task of redistributing the content locally as well as aggregating upstream data. The Site Controllers subsequently manage the connections to the 4 or more Players at each branch. CoolSign’s tiered network architecture was appealing to Jyske, as it minimizes traffic on their network backbone.

The player PCs are typically co-located with the screens and provide not only the video signal but also RS-232 control enabling the bank to turn the screens on and off as appropriate, saving power and “being green” – a trait strongly ingrained in Danish culture. Jyske deployed their network in 2006, and has enjoyed over 5 years of reliable operation and is now planning hardware refreshes. Furthering their green mindset, phasing in modern PCs and LED backlit screens both with lower power consumption will likely be part of their upgrade strategy.

Content Management

Jyske not only boasts well-designed branches, but also has state of the art production capabilities behind the scenes as well. Their large marketing department enjoys having dedicated resources in house for graphics and video production, including AfterEffects motion graphics artists and a whole TV studio as well. This creative capacity enables the bank to create a continual stream of engaging content to present front of house. With new content being generated every day, the efficiency of routine network operations like content ingest, scheduling, monitoring, and reporting is critical. This is another area where CoolSign technology has proven invaluable, by allowing most all of the aforementioned duties to be completed in a mere 15 minutes per day. This allows Jyske’s marketing personnel the ability to focus on driving their business, not babysitting technology.