Integration at the ATM: Standardizing credit union brand across channels

According to a 2014 study from Bankrate, 30% of adults living in the continental U.S. have not visited a branch in the past six months. The American Bankers Association performed a similar survey returning similar results – U.S. consumers preferred using online banking to branches, closely followed by ATMs and mobile. As in-person interactions become less frequent, consistent messaging and brand presence are key for credit unions to continue distinguishing themselves as the convenient, familiar and friendly option.

Creating a standard experience for online and mobile banking is fairly straightforward as similar coding processes are used for both formats. Transferring that standard onto the ATM can be a bit more challenging.

Branding toppers, wraps and surrounds can help bring a similar look and feel to a self-service location such as an ATM. Full color, custom designs are capable of mirroring the credit union’s branch styling or even elements used in the online and mobile arenas. But they do not just create a cohesive look; they also protect ATMs from scrapes, dings and the elements by covering the façade and/or shading the unit from rain, snow and sun exposure.

ATM screens are viewed by captive audiences – those cardholders actively utilizing the ATM to access their money. As such, these screens are often the only interaction a cardholder has with a credit union throughout their day – making cohesive screen branding an important consideration for institutions with onsite ATMs and those branding independently owned machines at retail locations. Fortunately, unique welcome, thank you and transactional screens can be designed to mimic the brand style and phrasing as seen on the credit union’s website, mobile application and marketing.

Some ATM marketing technology provides the ability to display up-to-date and unique messaging – allowing a credit union to keep their ATMs as current as their online and mobile channels. Some of the more sophisticated ATM software gives institutions the ability to promote products and services or reinforce community relationships through coupons, discounts, deals or events – all campaigns easily incorporated into a cross-channel campaign.

However, no integration would be truly complete without a connection of convenience. All channels, whether they are physical or digital, should provide access to each other. Branches should provide literature and information about phone services, mobile applications, online banking and ATM locations. Online interfaces and mobile applications should provide “contact us” or “find us” options that produce easy to understand and navigable interfaces allowing access to all other channels. Similarly, ATMs should have messaging pushing the convenience of branch locations, mobile and online interfaces as well as provide a contact phone number.

With such a large number of adults opting for self-service channels instead of teller interactions for certain transactions, having an interconnected and cohesive omni-channnel network is becoming more important than ever. Creating a standard experience across all channels – and, thus, a visible and cohesive brand message – is key to staying friendly, convenient and relevant with today’s accountholders.

Karl Kraus

Karl Kraus

As VP, Product Management - Financial Services for Cardtronics, Karl Kraus is responsible for guiding and executing product strategy and new product development for Cardtronics’ Financial Services business unit. Prior ... Web: www.cardtronics.com Details