Skipton Building Society wanted to use digital technology to reach a larger audience. Working with Origin, they implemented a digital screen pilot in four key stores across the UK, resulting in an increase in footfall and proactive enquiries. Origin discuss the work
Brief
Skipton Building Society are looking for new ways to appeal and talk to a broader modern demographic, they are keen to leverage digital technologies to their best advantage, supporting innovative ways of communicating their brand and offering to existing and new audiences.
Strategy
Origin recently implemented digital screens as a means of engaging audiences, amplifying messaging on the high street and maximising footfall in store, for a number of other clients including Virgin Money and Superdrug. Through discussion of these case studies, Origin demonstrated the potential opportunities for Skipton and recommended a pilot scheme to test effectiveness of the digital signage with their audiences in key locations, whilst also helping them to understand the performance of different types of content.
Execution
One or two digital screens were implemented in four key branches across the UK. The screens showed multiple messages, leveraging eye-catching animations and publishing real-time content to help increase visibility of branches and attract the attention of new audiences.
In line with Skipton’s overall marketing plan new campaign content has been created each month for publication on the screens, ensuring that messages are fresh and engaging. Strong calls-to-action prompt viewers to visit the branch and embark on their customer journey with Skipton.
Result
Initial feedback from Skipton is very positive and they are experiencing increasing footfall in branches where the digital signage has been implemented. A rise in proactive enquiries from customers on the latest offering has also been noted. Customers are engaging with staff in-branch, recognising and appreciating Skipton’s shift towards the modern and innovative.
The next steps are already underway to identify which stores Skipton should roll the pilot out to next. Together, Origin and Skipton are exploring methods to ensure that more statistical performance data can be captured going forward, which will help inform future investment in both infrastructure and content. This may include cameras on the screen which track eye movements and monitor dwell time.