To the marketeers who think that it’s a good idea to insert promotional messages that disrupt the normal procedure of withdrawing funds from HSBC cash machines. You are wrong; wrong, wrong, wrong.
Casual observation should help you conclude that users have been through this procedure so many times before, that they barely read the screens presented to them.
They are 100% task focussed. They want cash. They are quite probably talking to a friend, and on the way to the pub; or off shopping. They are more likely to be looking over their shoulder at the impatient queue behind them than at your screen.
They have entered their PIN, they have selected ‘Cash Withdrawal’ and a desired amount. They are waiting. They are listening for the beeping that announces the imminent arrival of beer coupons. Please note – they are not reading the marketing message that asks them to accept or cancel your kind offer of information on a new service. Even if they were interested – with the queue behind them, they’re hardly in the mood, or context for hold-ups.
Just because there is a perceived opportunity, do not think it must be taken. Put yourself in the shoes (or the queue) of your customer and ask what the emotional response to an unwelcome, and disruptive delay in proceedings will be. If you conclude that a rational and reasonable response is anything other that ecstatic, ask yourself if this endeavor is a worthwhile one? Thank you.