UDC 372.881.1

Malygina M.V.¹ (Omsk, Russian Federation) – marija-72@mail.ru

¹ Omsk State Agrarian University named after P.A. Stolypin

Abstract. This article examines the challenges of introducing innovative products into a bank’s operations. The author shares the position that the challenges of launching innovative, unfamiliar products are primarily associated with the risk of unpredictable consumer reactions. The article presents the following innovative products used by Sberbank: SberID, new payment terminals that support “smile” payments using customer biometric data, and GigaChat. A comparative analysis of four methods for introducing innovative products into an organization is presented: coercive, adaptive, crisis, and resistance management. Each method is evaluated according to four criteria: application conditions, advantages, and disadvantages. The author determines that introducing innovative products to the market largely depends on high-quality marketing research, as knowledge-intensive products require consideration of consumer behavior and risk mitigation. The author’s research found that innovations implemented at Sberbank play a key role in its development strategy and provide a number of significant advantages for the company. A phased, four-stage implementation plan for an innovative banking product at Sberbank is proposed. The author notes that the implementation of Kartomat at Sberbank involves the creation of an innovative device capable of instantly issuing plastic cards to bank clients. A sociological survey, conducted with 35 participants of various ages, identified the preferences of potential consumers and the key characteristics necessary for creating an innovative banking product. The survey data highlights the need for the bank to develop reliable and reputationally sustainable products, emphasize free service and efficiency, and actively implement and support online services. The author has developed a set of marketing activities. This includes a product strategy that details the functions and benefits of Kartomat, including rapid card issuance, high security, convenience, and accessibility. The author has calculated the costs of developing Kartomat implementation activities and identified the need for this system. Calculating the cost of implementing the Kartomats showed that the project is feasible and does not pose a significant financial burden for a large organization like Sberbank. Despite its novelty, the implementation of Kartomats represents a cost-effective solution capable of significantly improving customer service.

Keywords: innovative product, banking product, Sberbank activities, clients, marketing activities, operational processes within the bank, GigaChat neural network, innovative Kartomat device, plastic cards.

References:

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For citation: Malygina M.V. Implementation of an innovative product into the bank’s activities. CITISE, 2025, no. 4, pp. 610-626.