The modern banking sector of Ukraine is subject to technological influences from the financial services market of Western Europe. The article identifies key strategic directions for banking business development in the conditions of rapid technological change and transformation of the financial service consumption model. The study aims to identify the modern tendencies in banking and the prospects for implementing separate models and instruments in view of the realities of the domestic retail banking practice. The study reveals the main principles of building customer-oriented strategies in European banking. The author studies practical aspects of using new information technology as a marketing tool in the context of sales growth in the retail banking sector. In having performed the analysis of the world experience and its impact on the marketing models of domestic banks, the author identifies and suggests main directions for further development of the domestic banks that are focused on providing services to private individuals and population in general.

Introduction. Crisis phenomena in the Ukrainian economy negatively affected the consumer market, caused a decrease in the population's demand for credit products of banks. However, over the past two years, an increase in the retail lending portfolio has taken place, which is evidence of a certain improvement in the socio-economic situation, the improvement of the banking system, the growth of income of citizens and the restoration of their confidence in banks. In such conditions, the task is to consolidate positive trends in retail lending, including by applying client-oriented approaches to banking. Purpose. The purpose ofthe article is to summarize the current practice of retail lending by Ukrainian banks, identify elements of client-oriented approaches in retail lending and substantiate ways to improve them. Results. The practice is analyzed and tendencies of retail lending in Ukraine are identified, the main problems that hinder its development are identified. The emphasis is on the positive impact on retail lending ofthe Law of Ukraine “On Consumer Lending”. The elements of application of client-oriented approaches in retail lending are generalized. Conclusions. The article substantiates the conclusion on how to improve client-oriented approaches in retail lending: taking into account the needs of clients in full measure; improvement of banking services; development of remote sales channels; simplification of lending conditions; increasing customer loyalty; application of stimulating tools; ensuring the availability and transparency ofbanks; distribution ofaffiiiate programs forlending.