The Trend Towards “Financial Supermarkets”: A Macro‐Marketing Perspective

The trend towards “supermarket” financial services will lead to a greater degree of specialisation on the part of the different financial institutions in terms of function or client base, resulting in the consumer being offered a greater variety of choice, from no frills, low‐cost core products to full service augmented products. Ability to survive within the trend will rest on adapting creatively to the environment; sectors made up of smaller organisations have greater flexibility but this can only be used to advantage if sensitive to the market's changing nature. Financial institutions will become more marketing oriented in seeking to attract customers and differentiate services.