Ala. CU Believes In Marketing Via ATMs
A web-driven ATM is a better ATM, believes one credit union here.
The reasons? Marketing is enhanced and members may benefit from a "richer ATM experience," according to Sherry Swinford,
The $1.3-billion CU hosts four full-function, web-enabled ATMs, with a fifth planned for a forthcoming "state-of-the-art" branch,
The web functionality, which will be fully deployed this fall, complements Redstone's strategy to increase membership
"We want our members' experience at the ATMs to be more in line with their Internet experience," Swinford explained. "And
The web-based transaction technology offered by the five Fujitsu 8030 through-the-wall and kiosk ATMs make it possible for the
"The big benefit of the 8030 is marketing opportunity," Swinford. "Our goal is to use the data to segment our membership, and
The 235,000-member CU plans to market to segments of its SEGs via transaction receipts and the ATMs' LCD screens.
A "favorite transaction" feature will allow members to customize their ATM visit. Members can specify receipt backgrounds and
"Through our homebanking site, a member can pick a favorite transaction," said Terri Bentley, assistant vice president of
The CU may also speed up transactions if members use their favorite transaction at the ATM.
Bentley added that the credit union will stick to the "45-second rule" when running marketing campaigns on the ATM screen.
Ads that are 45 seconds or less will ensure quick ATM transactions and keep members' interest, she said.
The credit union has already started pushing a simple marketing message-members see a floating stamp when they arrive at one
"Stamp sales is one way we can actually get our members to use the ATMs as opposed to the traditional branches," Bentley said.
"People are using the lane with the postage stamps more often than the other lanes," Swinford added.
Redstone, Alabama's largest CU, started installing the Triple DES- and ADA-compliant ATMs a year ago as it transitioned from