THE HAMBURGER SPARKASSE BRANCH 4.0
Starting in 2017, all branches of the Hamburger Sparkasse were updated to make them more modern and digital. As part of this renovation, a new communication strategy was developed to connect the digital with the brick-and-mortar worlds of banking. The aim was to use modern communication concepts to strengthen and promote the digitalisation of the Hamburger Sparkasse while also strengthening local ties with customers.
The standard digital signage setup in a branch consists of three touchpoints: a high-brightness screen in the shop window for external communication, a screen in the ATM area of the branch for communication with customers who are in the branch for a short time, and an interactive, touch-enabled 75″ screen inside the branch. All screens have been integrated into the interior design of the new branch concept and some have been combined with additional technical features such as sound systems and presentation interfaces.
The digital screen solutions developed by pilot Screentime have been integrated into over 100 branches and have been in operation in all branches of Hamburger Sparkasse since 2020.
The system’s content is fully automated and branded to the location or district of the respective branch. Content comes from three different sources and is also automatically compiled into a varied playlist tailored to the specific touchpoint.
Content can be set centrally by the marketing department at Haspa headquarters, by branch employees or generated via live feeds.
pilot Screentime has developed a central content management system for this purpose that is tailored to the individual needs of customers. This system is constantly being further developed and has grown over the years. It presently incorporates the every-growing Event Calendar.
HASPA EVENT CALENDAR: DIGITAL EVENTS AND POI NETWORK
In 2018, Pilot Screentime launched an event calendar for Hamburger Sparkasse. At www.haspa-veranstaltungen.de, customers can view, filter and register events at all Haspa branches. At the same time, the content management system was expanded to include functions that allow Haspa employees to organise their own online or in-person events, as well as events in the neighbourhood (e.g. by partners). In addition, Haspa’s central marketing department can create large-scale online seminars (such as lecture series or panel discussions).
An intuitive input mask allows event formats to be created, organised, advertised and tracked. With just a few clicks, events can be advertised on branch screens, the event website and on social media. Employees can also handle all participant management in the system, including invitations, reminders, participant limits, name tag creation and subsequent evaluation of the event – whether by participants or employees.
Successful event formats can also be used as templates for other branches, making it even easier to organise successful events. The classic digital signage system is also integrated into the event management process. The striking 75-inch touchscreen at the heart of the branch becomes a presentation area, gaming device or atmospheric sound control.
