Merchandising.

• Position: IDEA BANK - Flagstar Bank F.S.B

A Model of Digital Merchandising

Institution: Flagstar Bank FSD, Troy, Mich.

Asset size: $13.6 billion

The bank has been a pioneer in the use of digital merchandising in the branch. Back in the 1990s, management recognized the value of linking all customer-facing digital marketing to a single stream of message content. This approach, management believed, would make campaign management easier, less time-consuming and more consistent.

The list of customer-facing screens is long and includes digital signs, interactive kiosks, drive-up screens, ATM screes, remote teller screens and more. Current campaign playlist includes financial tips, soft promtions, community involvement, Flagstar facts...