Spain-headquartered BBVA, has launched a new flagship branch in
central Madrid featuring an advanced multimedia signage system, the
largest of its kind in the country. The display, created by retail
marketing agency John Ryan, is designed to underscore BBVA’s
longstanding commitment to innovation in retail banking reports
Douglas Blakey


Another month, another launch of a flagship
branch of the future. This time, it is the turn of Spain’s
second-largest bank by assets, BBVA.

It has rolled out a state of the art store in
the centre of Madrid featuring a series of touch-screen kiosks and
tablet devices, which are fully integrated with a queue and
appointment management system.

And there is the BBVA signage system; indeed
it would be hard to miss the stunning signage, highlighted by a
63-foot exterior LED – the largest of its kind in Spain.

The system was installed by John Ryan, a
global retail marketing agency specialising in print and digital
Total Store Messaging solutions for retail banks; its management
platform is the most widely deployed in European and US
banks.BBVA Madrid

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The John Ryan display plays a mix of headline
news, weather and bank promotions alongside regularly updated
content, with the aim of attracting passerby’s to enter the store
and sample the features available.

Other features include advanced self-service
devices known as ‘Abil’ and collaborative client-employee

BBVA has invested heavily in Abil, featuring a
new generation of ATMs, to appeal to customers who currently only
use the ATM to withdraw cash.

At the heart of the strategy BBVA believes
that it can gain a competitive advantage from making banking

Investment in ABIL, will also, says the bank,
assist its aim to become more customer-centric and make the ATM
experience simple, human and interactive.

Ignacio Villoch, BBVA’s manager for
communication and branding, strategy and innovation, told
RBI last year:

“Every transaction is guided, so it is very
simple for anybody who has never used it or is not at ease with it,
such as older customers.

“In the last 40 years, technology has changed
a lot. But ATM design and technology has not changed. ATMs still
look more or less the same. So we thought something had to be

“With this new self-service terminal, the
customer can see every step of the transaction. We make the process
transparent. If you are transferring money, you will see your
account and the other person’s account and see how the money

Miguel Duran, general manager of John
, told RBI:

“We offer a proprietary content management
software solution that we have designed and built based on the
customer experience and that CMS system powers all of the digital
experiences within the BBVA branch.

“One of the major challenges in sBBVA Madrid storeuch a project
is integrating CMS systems within banks IT platforms, taking
account of the IT security implications and we have 25 years
experience of meeting such challenges.

Duran said that one of the key aspects of John
Ryan’s Messaging Manager digital signage platform was the ability
to interact with visitors to the branch combined with rewarding
customer behaviour.

“If for example a BBVA customer engages with
the messaging manager system he or she will see a short
demonstration from the bank of a product or service that they
happen to be pushing.

“The reward for the customer is the chance to
win something, for example tickets to a Spanish football match;
that complements perfectly BBVA’s headline sponsorship of La Ligue,
the leading football competition in Spain.

Duran added:

“The content is updated daily and focuses on
inviting passersby to enter the branch and sample its new features.
These touchscreen kiosks and tablet devices are fully integrated
with a sophisticated queue and appointment management system. As a
result of this approach, customers are free to enjoy the branch’s
amenities while they wait for service.”