Roy Rodger's letter (13 February, Insurance Times) raised an interesting point about the provision of information at the point of sale of products in a supermarket.

As supermarkets principally handle commodity products the sales pitch does not provide informed technical assistance in human format at the point of sale.

In many areas the personal lines market has followed the trend of consumer markets, but here is an opportunity, because insurance products do differ and there is a clear need for expert assistance.

Can you visualise a situation where there is a retail operation with separate departments for each specific insurance need? These departments contain point-of-sale materials with details of different insurance products. Customers are invited to make a choice, but cannot make the final choice as the price element of the buying process is missing.

Alan Sattenstall
Adam and Gaskell

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