House of Klarna: How Klarna use experiential retail to connect to customer

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A Swedish bank, Klarna are letting their customers step into the “world of imagination” with a launch of House of Klarna pop-up store in a bid to woo the entertainment-craving shoppers.

The “smooth retail services” provider have gained momentum amongst Millennials shoppers with their pay later service, designed for consumers who wish to buy now and stretch the payment in three equal instalments within 30 days. This week saw 50,000 new consumers opting for the payment incentive, with more than 12 million transactions in the past year, ‘motivating’ their competition to step up the game.

Klarna are set to hit the high-street in their latest move to use experiential retail to connect to the customer on an emotional level.

The payment disruptor will take up residence in the heart of Manchester city with more than 27 of UK brands, following the launch of Covent Garden pop-up in June.

The House of Klarna will open its doors with a VIP launch party on the 3rd of October, ahead of welcoming the public on the 4-13 October 2019. It will be located at the 35 Kings Street. The three-storey house will be transformed into the home of fashion, beauty and lifestyle brands in the business including ASOS, Oliver Bonas, Topshop, Topman, House of Holland, Missguided, BEAUTY BAY, My Protein and Schuh.

Over a 10-day extravaganza, there will be fashion and lifestyle events, beauty treatments, live DJs and a Klarna Kafé offering free sodas and coffee.

Klarna’s Pay later options are changing the purchase journey into a seamless experience, and the House of Klarna is designed to bring this to life. It invites shoppers on an immersive journey through fun and quirky rooms, including a sustainable hub, with space dedicated to pureplay retailers that shoppers may have only seen through a screen. Klarna say this is an important part of shopping; the surprise and joy of uncovering treasures and new brands right before their eyes.

Amongst the shopping, fun and Instagramming, there will also be styling masterclasses by industry experts, free beauty treatments and exclusive ticketed events in collaboration with the showcasing brands. Tickets will be available free of charge in the week prior to the event.

Global fashion marketplace ASOS return for the House of Klarna. Eve Williams, brand experience director at ASOS said: “At ASOS we want to give our customers the best choice in everything we do; whether that is in the broad range of ASOS Design and branded products, smooth and fast delivery options or payment options. We know these are all important to our customers and we look forward to bringing them to life with Klarna’s fun event in Manchester”.

Leading British Lifestyle store, Oliver Bonas will also be joining the list of favourite retailers. Sara Morris, senior press and marketing officer at Oliver Bonas, said: “We are so excited to join Klarna in Manchester for the ‘House of Klarna’. We believe that design has the power to positively affect how people feel and with Klarna’s understanding of how to create a first-class customer experience, we’re excited to present OB at the ‘House of Klarna’. As the only brand showcasing furniture at the pop-up, we can’t wait to welcome shoppers into our home for ten days”


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