The Path Less Trodden

The Path Less Trodden

Available here: Cigarettes, soda and now - cash.A Banco de Crédito del Perú sign hangs outside a mini-market on a dusty street in Lurin, south of Lima. Inside the small store, which sells everything from Coca-Cola to animal feed, a bank machine sits happily next to the cash register. Rather than waiting for customers to come to them, Peruvian banks are now going to the customers. "For many years, we have been struggling with new ideas to 'bank-arize' people, to allow people who are not used to working with banks to work with us," says Fernando Dasso, marketing manager for Banco de Crédito, Peru's largest bank. Inspired by banks outside of Peru that were setting up

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