The mass market with private customers was long considered unattractive and was not given particular importance by large banks. However, the renewed focus on retail banking is not without reason. Revenues from retail banking are seen as stable, and in times of unstable banking markets, this fact becomes highly significant. However, this market segment has been undergoing constant change since its inception. This leads to increased competitive pressure, resulting in new requirements for the strategic positioning of German retail banks. The author presents the strategies with which German retail banks position themselves in the market and analyzes them. Additionally, the industry environment is also examined to assess the positioning of retail banks.