• Lexington Herald-Leader, Wednesday, April 4, 2007 11:27 AM

Kroger has quietly rolled out a series of personal finance offerings in most of its 2,400 stores across the country, offering everything from pet insurance to home-equity loans. Through Kroger Personal Finance, customers can also apply for a mortgage, sign up for identity theft protection or get a credit card.

Kathy Kelly, president of Kroger Personal Finance, say the company is offering the financial products through partnerships with other companies as a means of promoting customer loyalty and making its stores a one-stop-shopping destination. Kroger seems to have taken a page from the book of British retail giant Tesco, which partnered with the Royal Bank of Scotland in 1997 to launch Tesco Personal Finance.

In addition to financial services, Kroger is experimenting with a range of product lines and services that fall outside the typical grocery store format. Its Kroger Marketplace stores also offer furniture, electronics, toys, housewares and lawn and garden products. The chain has also added gasoline pumps, health clinics and DVD rental machines at some locations.

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