Easing the Path to In-Store Credit

When GE Money - Sales Finance recently launched its Business Center Web-based portal this summer, it smoothed the way to securing quicker consumer credit approval for CK Seidman, a family-run appliance dealer in Chester, Pa. And it also encouraged the third-generation business to offer programs to customers a lot earlier in the sales cycle.

"The guys really think it's neat," said president Steve Seidman. "They're wowed by it and they're much more comfortable in offering consumer credit right at the top of the sale."

The Business Center is the fruit of 18 months of what GE Money's Greg Pittman, general manager, said was extensive research into the needs of retailers and consumers. The company processed feedback from its partners, culled through face-to-face meetings, surveys, advisory boards and focus groups.