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Klarna launches "Wish Lists" feature

Tom Shearsmith
05 August 2020

Klarna, the leading global payments and shopping platform, has announced the launch of followable Wish Lists for shoppers.

The new feature allows customers to create, share and follow shoppable Wish lists on the Klarna app. Users can also follow and share Wish lists curated by brands, influencers, Klarna’s shopping experts and others to discover new products. It will be released in the UK in the coming weeks.

Klarna’s Wish list feature allows users to save and add products they want from any online store, as well as set up price-drop alerts for products and share their lists with family and friends.

David Sandström, Chief Marketing Officer at Klarna, said: "Shopping is undergoing a dramatic change as consumers are increasingly shopping online and from home, but still looking for community and validation."

"Online social connections are becoming just as important as real-life relationships, so being able to facilitate these types of interactions can be powerful and can bring even more inspiration and value to the shopping experience."

The enhancement is yet another way that Klarna is innovating to offer a unique and inspiring shopping experience for consumers while helping retailers connect with their customers and leverage the social and “squad” shopping trends.

In the US, Adidas, Sephora, TOMS and ASOS are among the leading brands with shoppable Wish lists that consumers can follow and share through the Klarna app.

In the coming weeks, Klarna will announce partnerships with popular influencers using the new feature to curate their favourite products via Wish lists that their fans can follow and share.

For retailers, shoppable, shareable Wish lists not only help build social and community engagement into the consumer experience, but also serve as a rich source of data that helps companies understand what shoppers want.

Information such as top Wish-listed items and items that are frequently Wish-listed during certain times of year can help retailers make merchandising and assortment decisions that more closely align with what customers are shopping for, ultimately leading to increased conversion.

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