Research of an Omni-Channel Approach as Applied to Building a Retail Banking Platform

Master’s Thesis provides an investigation of omni-channel digital strategy, its differentiating features from cross- and multi-channel approaches. The research paper is divided into three chapters: - The first Chapter is devoted to the analysis of literature sources characterizing the current situation in the chosen sector. An overview of trends in the field of retail banking digitalization is conducted; the essential definitions of concepts are considered (in particular, omnichannel, multichannel, cross-channel, etc.). The features, advantages and potential challenges associated with the implementation of an omnichannel approach in retail banking are examined in detail. - The second Chapter gives a comparative analysis of the methods needed for the development of a new platform for the retail banking and summarizes the preferable solution based on the representing company’s strategy and limitations. - The third Chapter discusses practical aspects of implementing an omni-channel solution. In particular, the description of a delivery model, an operating model, an architecture and functionality are provided based on the chosen method. The results of this work have both a general-theoretical (in terms of justification of methods and approaches) and applied value: they can be used as methodological prerequisites for evaluating and planning digital business strategies in the banking sector. Key words: omni-channel, omnichannel, retail banking, digital platform.