American financial services company Citibank has teamed up with US tech firm Gimbal to test out beacon technology in two NYC branches. The trial consolidates the brand's mission to deliver a more personalised banking experience pinioned on after-hours access and faster assistance during regular opening times.
The beacons will allow consumers with the Citibank app on a smartphone or Apple Watch to access ATM lobbies after hours without swiping a card by the door (see also Out-of-Hours Shopping). Created in response to consumer complaints about having to look for the Citi card in their wallet or purse, users who approach the lobby will automatically be sent a push notification asking: 'Want to unlock the ATM lobby door?' To do so, they simply need to tap the 'yes' button.
Those that opt in will also receive geo-based personalised messages such as localised greetings, event information and tailored offers. Citibank has suggested it may roll out the initiative to as many as 10 Manhattan branches.
A keen advocate of tech-enhanced service, in 2015, the bank introduced a voice biometrics solution to verify customers' identities within the first few seconds of a phone call (see Reimagining Retail Banking). It also trialled an ATM concept that let consumers use their smartphone instead of a card to verify their identity (by QR code or near-field-communication tag).