There are different levels of sophistication when it comes to marketing at the ATM, and success also depends on the amount of data you have to draw upon.
Segmented marketing: This approach doesn’t delve into the personal profile of your customers but enables you to run certain campaigns around a time of day, holiday, or in certain locations. You can even target campaigns at certain user groups or BIN numbers unique to your FI. That means you can target your competitions’ customers with specific messaging. For instance, if your FI has reduced your interest rate offer on a loan, you can show your customers an ad with the new low rate. It’s extremely powerful to speak to your competitors’ customers in this way and target appropriate messages that will resonate, winning them over to your side.
Targeted marketing: Even more targeted marketing based on your customer’s profile enables you to send relevant messages when using the ATM. From targeting mortgage loan offers at a 30-something demographic, to pensions to the over 50s, or holiday insurance during summer months, you’re using your CRM data to target customers with messages that are pertinent to them exactly where they are in life.
Preferences: While not exactly marketing, enabling customized preferences shows your customers that you understand them and their transaction history. That way, when they come to your ATM, it’s configured for them. Whether you’re offering them a choice of language, fast-cash options, or other preferred transactions based on their history, you’re making it easier for your customer to engage. And it’s also making their transactions quicker, providing a better experience for valued customers (and freeing up the ATM for the next transaction even faster).
eReceipts: A more personal way to acknowledge transactions rather than a random piece of paper sitting in your wallet. eReceipts enable you to send additional messaging or marketing in an email while providing that important transaction record.