Digital Experience at the POS in Banking: What’s Possible Today

30.10.2025

Authors: Carmelo Siragusa and Peter Reitmann​

Digital technologies are transforming banking – and with them, the place where customers interact directly with their bank: the Point of Sale (POS). The branch is not being replaced but redefined. It becomes a space where technology supports advice, simplifies processes and deepens customer experiences. The goal remains the same: banking should be clearer, more efficient and more personal.

The physical POS remains a central part of the customer journey. Especially in advisory-intensive areas, customers still seek personal interaction and expect more than brochures or posters.

Digital screens, interactive advisory tools and mobile devices transform branches into spaces where information, emotion and interaction meet. Products are visualised, scenarios become tangible and processes are triggered instantly. The POS becomes an experience space where banking is lived – simple, clear and on equal footing.

The technological possibilities at the POS have expanded dramatically in recent years.
Banks are using digital solutions to seamlessly connect communication, consulting and customer experience.

Today, the POS is more than just a place for information – it’s an interactive touchpoint where brand, technology and consultation complement each other. Digital screens and LED walls create visibility and atmosphere. Interactive tools make complex topics understandable and smart systems enable situational, real-time communication.

Advisors gain tools that support them in conversations, while customers experience banking that is more personal and accessible. Banks such as Raiffeisen and BEKB have embraced this approach, implementing tailored solutions for their customers. In doing so, they’ve managed to strengthen relationships – through advisory zones or targeted brand messages.

These examples demonstrate how diverse the digital experience at the POS can be – from locally relevant communication to immersive advisory experiences.What unites them: technology is not an end in itself but a tool that creates closeness and simplifies processes.

Technology is transforming not only communication at the POS but also the way content is created – and AI adds even more momentum to this shift.

Content today is no longer a fixed plan but an evolving experiment. In the past, communication was perfectly staged – today, authenticity wins. People no longer want to just consume but to participate.
They respond to brands that create dialogue and involve them in stories.

Displays, social media and touchscreens merge into a dynamic system that changes in real time – different messages in the morning than in the evening, different content in sunshine than in rain.
Channels become experiences, and consumers become co-creators.

At the same time, artificial intelligence is fundamentally transforming the creative process.
It’s not a replacement for ideas but an amplifier.
AI accelerates, inspires and democratizes content creation.

At jls, we use AI not as an end in itself but as a tool to make content more efficient, targeted and scalable:

• AI generates visuals, text and animations in seconds.

• Tools like ChatGPT, Firefly, Gemini and Midjourney support creative processes from concept to execution.

• Automated workflows enable hundreds of yearly adaptations – tailored to language, location and audience.

In the end, it’s not about who uses the newest models but who understands them best.
Those who apply AI consciously will stay ahead and actively shape the future of communication.

How digital experience at the POS comes to life was demonstrated at the Raiffeisen Digital Day 2025.
The evening focused on innovation, consulting and customer experience – showing how banks can use technology purposefully to create closeness.

At the core were three themes shaping change in banking: digital advisory experiences at the POS, AI-supported content production and the interaction between humans and technology.

Practical examples illustrated how Raiffeisen is rethinking customer experiences – from interactive consulting tools and digital meeting zones to data-driven content that works situationally and personally. Discussions with experts from banking, technology and design revealed one key insight: innovation in banking requires courage – the courage to experiment and to actively involve customers.

The central takeaway: technology unfolds its true potential only when it empowers people, simplifies processes and enables genuine encounters.

Digital communication at the POS opens up new opportunities – but also complex challenges for banks. Success happens where strategy, technology and content interlock seamlessly and customers remain at the center.

The Raiffeisen Digital Day 2025 showed how strong banking becomes when people, processes and technology are aligned. Digital tools foster closeness when they support consulting and simplify customer experiences – not when they replace them.

The challenge now is to continue this evolution consistently: to design experiences that stay relevant, use data intelligently and still leave room for personal interaction.

The interplay of digital signage, AI and consulting has long proven itself and is now used strategically. Banks that invest today in smart customer experiences are laying the foundation for the banking of tomorrow: connected, intuitive and human.