Chicago bank deploys digital lobby monitors to improve customer recall.

Harris Bank, Chicago, reports a 7 percent increase in customer recall of product messages sent over lobby digital monitors as opposed to traditional lobby marketing vehicles.

The large, flat-screen digital monitors are positioned strategically in view of customers in Line for teller services at 13 Chicago-area branches. The animated ads intersperse a visual mix of banking service offerings, community and branch location announcements along with financial and general news headlines. The messages promote everything from mortgage banking to online services to wealth management.

"The news feed is a value-added solution because we didn't want to offer a strictly sales-oriented message," says Anna Mostovych, vice president of marketing services. "The additional advantage is that we're able to intermingle the product and services messages in a constantly new and dynamic programming format that maintains customer attention."

The system, which was provided by MarketForward, Chicago, can be edited over the Internet, allowing quick updates and other message changes.