ONE‐STOP FINANCIAL SHOPPING — IN SEARCH OF CONSUMER MARKETS Available to Purchase

One‐stop financial shopping at major retailers has so far proved to be less of a boon than was expected. Early consumer studies point to problems with consumer acceptance, customer satisfaction, market segments, and marketing programs. There is no denying the existence of tantalizing opportunities, but most providers have failed to capitalize on these possibilities. The authors suggest that such firms adopt a different approach. The best approach for surmounting these problems and capitalizing on the existing opportunities is (1) proper market segmentation, (2) target marketing, and (3) well‐suited marketing strategies. Nontraditional providers should stop trying to be all things to all customers; they should be more selective and precise in their offerings. More specifically, findings indicate: 1. Consumers who feel comfortable shopping one‐stop financial services do so conditionally. The major retailers' lack of expertise in financial services and the questionable ability of personnel are primary areas of concern. 2. The relatively small segment of consumers who feel comfortable shopping for financial services offered by retailers prefer the convenience of the one‐stop service. Also these consumers accept favorably the national retail chains because of their established reputations. 3. Retailers offering financial services have had problems in identifying target markets and developing satisfied and repeat customers. Nevertheless, opportunities do exist if cross‐selling of present offerings to selected markets can be further cultivated.