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Klarna launches Virtual Shopping, bringing the in-store experience to online shoppers

Tom Bottomley
12 May 2022

Leading global payments and shopping service Klarna has today announced the launch of its new Virtual Shopping offering, bringing the best of in-store to the online experience.

Virtual Shopping by Klarna enables consumers to browse and buy online with confidence, by connecting them directly with in-store experts through live chats and video calls to receive product advice and inspiration.

For retailers, Virtual Shopping “empowers in-store teams to bring their expertise beyond the walls of physical stores to millions of shoppers online”.

By using the new merchant-facing Klarna Store App, in-store teams can share photos and videos of items and demo products live directly from the store floor, driving brand engagement and loyalty while reducing return rates. Customers are also able to schedule in-store appointments if they so wish.

The launch builds upon Klarna’s successful acquisition of Hero, the social shopping platform and leader in virtual shopping services, last year.

While online shopping has risen to new heights in recent years, in-store shopping remains the dominant channel, accounting for nearly 80% of global retail sales in 2021.

Klarna’s Shopping Pulse Report has revealed that consumers favour shopping in physical stores because of the social interaction and level of customer service they offer.

Consumers are looking for the same level of assistance when shopping online, with 80% of shoppers believing that retailers need to invest in new technology, while more than a third of those think that offering more personalised services (32%) and product recommendations (39%) is a priority for retailers.

Klarna’s Virtual Shopping tools are already live today with over 300 brands, including Levi’s and Hugo Boss, transforming online stores into a true omnichannel experience.

David Sandström, Chief Marketing Officer at Klarna, said: “At Klarna, we want to provide the world’s best shopping experience - whether that is online or in-store. In the past, online shopping has been missing a key element: human interaction. With Virtual Shopping, we replicate the bricks-and-mortar experience of receiving personalised advice from an in-store expert and bring it to the online realm.

“This will empower our partnered retailers around the world to bring their online stores to life and build customer relationships that last.”

Through live video and messaging, consumers can view photos and videos of items up close and watch live product demos directly from the store floor - demonstrating everything from how a piece of clothing fits off the rack to the colour of a cosmetic product or the size of a piece of furniture.

Klarna is now making Virtual Shopping available to partnered retailers worldwide, serving as the ultimate online shopping companion to consumers and strengthening Klarna’s position as a global growth partner to its retailers.

By giving consumers greater confidence in their purchasing decision, the service markedly improves performance for merchants, with consumers are up to 21x more likely to make a purchase after speaking with an in-store expert online compared to when left unassisted.

Klarna’s Virtual Shopping offering goes live today in 18 markets, including the UK, US, Canada, Australia, New Zealand, Norway, Denmark, France, Poland, Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Italy, and Sweden. The offering will extend to additional markets later in 2022.

Klarna’s Shopping Pulse Report includes insights from an online survey conducted by research agency Nepa across 11 countries. In total, 11,740 consumers participated during Q1 2022 (January - March). The sample sizes are nationally representative, including both Klarna users and non Klarna users.

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