Omnichannel sales - current trend in banking business

The article is devoted to the analysis and identification of current market trends in the implementation of the omnichannel approach and omnichannel sales efficiency management models applied to the banking business. Examples of practical cases of implementing omni-channel sales models in Russian and international banking practice are given. The main advantages of these models for the Client and for the Bank are indicated. The existing barriers to introducing omnichannels, as well as key trends of introducing a omnichannel approach to the practice of banking management for the purpose of increasing its efficiency, have been identified.