cibc is taking abms to the next level – the convergence level, that is – with the pilot of a new automated banking machine that uses Internet Web-browser technology to dispense a lot more than just cash.
Six ‘Smart’ abms have been placed at high-traffic sites within the Greater Toronto Area for a nine-month test in partnership with Cineplex Odeon.
Using a touch-screen interface, customers can use the abms to access a special Cineplex Odeon ‘site’, where they can select a movie, theatre and showtime from a listing of cinemas. The ticket purchase is done on the spot through a debit to the user’s cibc account.
Of particular interest to marketers is the new abms’ potential as an advertising medium. While the customer waits for a transaction to be processed, the machines display on-screen banner advertising and can dispense tear-off savings coupons as part of the paper transaction record.
Current advertisers include Harvey’s, 7-Eleven convenience stores, Air Canada, Petro-Canada, the Toronto Argonauts and the Antigua Tourist Board.
Right now, only Harvey’s is taking advantage of the abms’ ability to dispense coupons and is attaching a two-for-one offer to transaction receipts.
Mike Rowley, general manager of self-service banking for cibc, says the bank’s 3300 abms across the country provide an excellent alternative distribution channel for advertisers.
The advertising, he says, does not interrupt the transaction process, but gives the advertisers a chance to make special offers to cibc customers while they have their undivided attention.
More features will be added to the Smart abm over the next few months.
Rowley says the bank is talking to other third-party companies such as Air Canada, the Ontario Lottery Corporation, TicketMaster, Canada Post and Bell Canada about providing tickets, stamps and phone cards via the abm.
In a separate test beginning Dec. 1, 30 non-branch abms in Whitby, Oakville and Burlington, Ont. will begin dispensing stamps.
The addition of non-financial services came about, he says, through research efforts that showed customers were looking for more from their abms.
‘We thought it would be a good opportunity to bring some convenience to them in one location.’
Rowley says eventually messages to individual customers will be triggered by their access cards.
Unlike other financial institutions that seem to be investing only in telephone and pc banking services, Rowley says cibc sees abms as a fulfilment centre for the other channels.
As such, the bank’s abms are part of a group called Self-Service Banking which includes abms, telephone, pc and Internet banking, says Rowley.
Posters and brochures explaining the new Smart abms have been placed at the test sites and Rowley says cibc is planning mail drops and statement inserts.
Advertising for cibc is handled by Padulo Integrated, Toronto.
