Online shopping

Klarna improves the online shopping journey with virtual purchases – WWD

As consumers continue to shop online at scale, in-store shopping remains the dominant channel – which Klarna’s Shopping Pulse report says is largely due to social interaction and a level higher customer service.

Now, having identified the need for these interactions to give consumers greater confidence in online shopping, Klarna is taking steps to put human interaction at the center of the consumer’s buying journey.

With its new feature, Klarna’s Virtual Shopping, the company will enable consumers to browse and shop online with more confidence by offering a direct connection to experts in physical stores via live video and messaging. According to the company, the new feature enables retailers to deliver a highly personalized and immersive experience that it says will ultimately lead to increased customer engagement, reduced returns and loyalty.

Through the Klarna Store app for merchants, in-store teams can use the feature to share videos of items and even live demo products. Through text and chat, users can offer consumers personalized recommendations, schedule in-store appointments, and stay in touch for future needs. Once enabled with virtual shopping functionality, the company says merchants can “get insights into shopper interactions and sales, enabling them to improve their overall performance.”

Notably, Klarna’s Virtual Shopping is already online with more than 300 brands including Levi’s, Hugo Boss and Herman Miller.

“At Klarna, we want to provide the best shopping experience in the world, whether online or in-store,” said David Sandström, Chief Marketing Officer at Klarna. “In the past, online shopping lacked one key element: human interaction. With Virtual Shopping, we replicate the physical experience of receiving personalized advice from an in-store expert and bringing it to the online realm. This will enable our retail partners around the world to bring their online stores to life and build lasting relationships with their customers. »

Klarna’s virtual shopping offering is now available to its more than 400,000 retailers in 18 markets, including the US, Canada, UK, Australia, New Zealand, Norway, Denmark, France, Poland, the Netherlands, Belgium, Germany, Austria, Switzerland, Spain, Portugal, Italy and Sweden. The company plans to offer this feature in other markets later this year.


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