Omnichannel Marketing Concept for the Bank Product Targeted at "Silver Age” Segment

Nowadays more and more companies tend to shift focus of their communications with clients to online environment what leads to the necessity of omnichannel system of communications. Bank industry is one of the industries demanding the introduction of this concept. Due to the high level of competition and information technology development on the market of banking products, banks are forced to create new strategies of communication with customers. In this, the younger generation actively communicate with banks in the Internet, but the interaction with «silver age» segment has become complicated. Therefore, it is necessary to consider this narrowly targeted segment which takes a big share of bank consumers. The goal of this paper is the development of marketing mix of a bank product for «silver age» segment in the context of omnichannel concept. This paper consists of three chapters: the theoretical analysis of omnichannel concept in the banking industry, the description of consumer research process, the development of marketing mix and its efficiency evaluation. Key words: omnichannel, banking industry, «silver age», marketing mix.