(AP) - MORTGAGE WITH YOUR MILK? The Kroger Co., the nation's largest traditional grocery chain, is expanding its personal finance division, marketing everything from pet insurance to home loans in stores. Retail giant Wal-Mart Stores Inc. also has been expanding financial services in stores.
WHY? Kroger says the financial services, which started with a Kroger-branded credit card, help build customer loyalty and increase store traffic.
WHY NOT? Some analysts say grocers risk straying too far into new businesses outside their expertise. Competitors such as Supervalu Inc. are staying out of personal finance products for now.
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