How to Put Together an Effective ATM Placement Strategy

Author Justin Gilmore

Having an ATM at your business or event is a lot like real estate in that the three most important things are location, location, and location. Yes, you need a quality machine that looks nice and has the features that you need. However, if you don’t have that ATM in the right location, it may not matter that much. In order to maximize the benefits of having an ATM, or multiple ATMs, you need to put them in the right place. Here are a few things to keep in mind for putting together an effective ATM placement strategy.

Foot Traffic

So many businesses make the mistake of tucking their ATM away in a corner as if it’s an eyesore that they want to hide. This can be a huge mistake because if people can’t find the ATM, they can’t use, and if they can’t use it, you won’t see the benefits of having one. It’s important to have signs directing people toward the ATM, but it’s even more vital to keep the ATM in a place that experiences a lot of foot traffic. The trick is making sure the machine doesn’t block traffic within your business.

Depending on the size of your store or business, it often times makes sense to put an ATM in the lobby or near the doorway. This isn’t always ideal for smaller stores because it can block the entrance to your business. However, if there’s enough space for the machine and perhaps a small line of customers behind it, this can be a great way to maximize the foot traffic near your ATM. With larger facilities that have multiple ATMs, one should almost always be near the entrance.

Safe Spot

Much like with real estate, safety is a factor that you shouldn’t overlook with ATM placement. After all, if people don’t feel safe while standing at your ATM, they’re not going to use it. With this in mind, you need to make sure your ATM is in a wide open space that’s well lit. Again, don’t tuck it away in a dark corner because people won’t feel safe withdrawing money there. The user needs to be able to see everything around him or her in all directions in order to feel safe. If you put your ATM in a place near a security camera or some kind of visible security system, it’ll help your customers feel safe and at ease while using your ATM, which is what you want to be the case.

Outdoors Is An Option

For certain businesses, having an outdoor ATM is something to consider. Instead of your ATM only being available to people during normal business hours, it’s now available 24/7, which can help increase the revenue you can from your ATM. The caveat is that it makes security all the more important. An outdoor ATM needs to be in an area that’s well lit, even at night, and far from corners or anywhere a potential thief could hide. Also, having a camera and security system would be a prerequisite for having an outdoor ATM.

Trial & Error

Perhaps the most important thing to remember when it comes to an ATM placement strategy is that it’s a process of trial and error. Most businesses will have several viable options for placing an ATM, and it’s usually in their best interest to give each location a try to find out what spot yields the best results. Think of it as a type of market research; you have to try out a few options before deciding what strategy is best.