More Targeted CU Ads Coming to 7-Eleven ATM Screens
Targeted ads are one of several technologies that are increasing member engagement at the ATM.
Alexandria, Va.-based NRL Federal Credit Union has struck a deal with ATM technology company FCTI to show targeted ads to ATM users at 7-Eleven stores across the country.
The partnership allows the credit union, which has $464 million in assets and about 24,000 members, to deliver custom branded messages to cardholders, target cardholders by location and run multiple campaigns at once. FCTI said its ATM program also allows the credit union to “create a story for the cardholder that culminates in the final processing screen and printed receipt.”
“The ATM is an important channel for member interaction. Which is why it has become so important to couple nationwide access with real brand initiatives,” NRL Federal Credit Union CEO Kristin Shultz said. “Unlike traditional branding, FCTI’s program allows us the opportunity to present our brand as well as dynamic messaging to our cardholders on an ATM outside of our brand network.”
NRL is not the first credit union that FCTI has partnered with on ATM advertising. Last November, for example, Michigan Legacy Credit Union partnered with the ATM technology company in a similar arrangement. The Pontiac, Mich.-based credit union has $213 million in assets and about 22,000 members.
Targeted ads are one of several technologies that are increasing member engagement at the ATM.
For example, cardless ATMs, which rely on mobile apps that allow members to use QR codes or near-field communications to make withdrawals, are also appearing across the country. CO-OP Financial Services, which manages a network of about 30,000 surcharge-free ATMs, has rolled out new cardless ATM features in recent months. Allpoint Network operator Cardtronics has also made thousands of its ATMs cardless.
The number of ATM technology options may be increasing, but a recent study found that there are fewer ATMs with which to engage.
The number of ATMs in the world fell by 1% in 2018, largely due to branch closures and rising use of mobile payments, according to recent data from banking research and consulting firm RBR. The London, England-based firm predicted that the number of ATMs around the world will fall to 3.22 million in 2024 from 3.24 million in 2018.