The tools of bank marketing in the market-niche ofcash circulation

The article is devoted to revealing the peculiarities of Bank marketing in the market niche of retail payments in cash. The statistics of changes in the market share of cash circulation in the national finances of countries with different levels of economic development. The existence of a market niche for cash circulation is confirmed by the statistics of most national economies, and the size and dynamics of the niche depend on the state of the economy as a whole and the activi- ty of state regulation in each country. The demand for cash for retail payments remains, despite the active encouragement of the widespread introduction of non-cash payments by governments. The stability of such a "conservative" market niche against the background of the rapid spread of modern digital payment technologies is shown. The publication analyzes and systematizes the main causes of this phenomenon: the traditions of consumer behavior, the economy of micro- payments, fraud risks, etc. The interest of commercial banks in niche products is due to the ob- jective need of the business to use all possible sources of income in a steadily declining profita- bility of the banking. Business interest determines the need to adapt banking marketing tools to the peculiarities of consumer demand in this conservative niche. For effective work it is offered to create the corresponding "niche package” of services and preferences of the client interested in use of cash. The variant of using all marketing tools of the well-known 4R model for conserva- tive cash circulation niche is considered.