What a branch actually puts on its screens
- Deposit rates stated as annual percentage yield, with the line pointing customers to a banker for fees and terms
- A CD or money market special with a real end date, which comes off the screen on that date without anyone remembering to pull it
- Loan and HELOC offers aimed at the people already standing in the lobby, who are the cheapest audience a bank will ever reach
- Wait time from the queuing system, if it publishes a browser view, next to the teller line where people actually look up
- Branch hours, holiday closures and a drive through that is closed for maintenance today
- Fraud awareness notices: the phone scam going round this month, and the reminder that the bank never asks for a one time code
The screen that gets read is the one that changed since the customer's last visit. A lobby loop that has shown the same mortgage slide since spring gets ignored, and the rate board is the one piece of content that changes on its own schedule, which is why it earns the prime position.