E*Trade: Not Just Clicks Anymore

Will brick-and-mortar offices pump up profits at the online broker?

Silicon Valley's E*Trade Group Inc. is acting more like an old-line broker than an online rebel. Executives finally acknowledge that E*Trade's online brokerage and banking business can only grow with the support of real-world outlets. By the end of August, E*Trade will open its first brick-and-mortar office in a SuperTarget discount store outside Atlanta. The 500-square-foot "E*Trade Zone" pilot program is designed to draw in shoppers to talk to E*Trade customer service reps and open a brokerage account, place a stock trade, or make deposits into their E*Trade Bank accounts.

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