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Using Your Existing Customers for New Services

Companies have an opportunity to use their existing customer base further growth by offering new services. By providing additional services to these customers they can use their captive audience to increase profit margins without the difficulty of finding new customers. This type of advantage is seen in Wal-Mart's new strategy for growth in a saturated market.

Wal-Mart wanted to get into the game of banking but withdrew its application after it received a tremendous amount of pressure from competitors and politicians. Instead, the retail giant is using an alternative by offering 1000 money centers by 2008. These money centers will allow customers to cash checks, wire money and pay bills. Wal-Mart will also be offering a prepaid credit card.

"It's a matter of credibility" says Representative Paul Gilmore (OHIO) and Representative Barney Frank (Mass.) who are co-sponsoring a bill that will prevent non-commercial companies like Wal-Mart from operating something like a bank. Thus far the bill has had wide support passing the House by 95% and will then move to the Senate. Other politicians are likely to jump on the band wagon and vote for it.

Financial services are a hug contributor to the national economy. Approximately 20% of the U.S. Gross National Product (GNP) is comprised of financial related industries. It is also likely that such services will increase in the future as other industries slow down. Americans save -1% of the income which means they are heavily reliant on debt.

Large companies like Wal-Mart have the ability to utilize their huge customer base to offer additional services. It is an easy way for these big companies to continue their growth. Customers are a captive audience because they can be marketed to as they come through the door which increases the chance they will use the service.

In addition, the customers already have a relationship with the store (or company) and the cost of selling to them is low. This relationship and good will result in more trust and in more dollars. Trust and previous relationships mean that you don't need to find new customers for your service you just use the people you have.

Finally, the convenience of having banking and shopping together cannot be matched. When you walk into Wal-Mart with your check you can cash it, put it on your credit card, pay your bills, pick up grocery's and buy your kids soccer shorts. One-stop shopping has its advantages where everyone is busy and visiting another store might mean a 20 minute drive.

Learn more about this author, Murad Ali.
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