Santander’s affluent customers deserve LEDs, mass customers just stickers

It is a while ago since I wrote the post on posters in bank branch windows. Since then, those strategies have become common ground in (an unfortunate) branding communication strategy on the street.

Until today: we just saw this Santander Select‘s branch (designed specifically for affluent customers). Equipped with a lot of Digital Signage equipment inside, the bank has opted for a LED videowall communication system on the outside, instead of sticker posters. Although still looking like a pilot installation (pitch too large, size does not fill window), we appreciate the effort towards dynamic communication.

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Hope this is going to stay and the rest of banks replicate the strategy. And not only for affluent customers, but certainly for certain branches based on location, number of passers-by, visibility, size…

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