Applying retail psychology, KlarnaSense encourages shoppers to ‘think thrice’ and ask themselves “Do I love it? Will I use it? Is it worth it?”
London 10th July: Klarna has today launched KlarnaSense, a new initiative to encourage consumers to shop smarter by purchasing the right things, at the right time.
Our brains consume and process approximately 11 million pieces of information per second in order to make a decision – all of this subconsciously. Those decisions are effortless and quick, but far from considered, and can lead to impulse buying.
KlarnaSense uses retail psychology to promote more mindful shopping, challenging consumers to engage their conscious brain by asking themselves three simple questions before they head to the checkout:
Do I love it? Will I use it? Is it worth it?
Applying the Rule of Three, has been developed with renowned retail psychologist, Kate Nightingale to ensure that consumers use the part of their brain that controls whether they make a considered decision, rather than an impulsive one.
Why shopping smart is important for UK consumers
The growth of Klarna in the UK shows that consumers are demanding a better shopping experience which offers both flexibility and convenience. KlarnaSense builds on these changing behaviours and empowers consumers to make the right choice at the right time when shopping online or in-store.
A recent Klarna survey* cited that two thirds of shoppers (67%) use Klarna because it helps them to manage their money and spread the cost of more expensive purchases. Almost half (49%) cited that being able to ‘try before you buy’ gave them added convenience, which has become increasingly important as the world of retail adapts to the changing retail landscape following the COVID-19 outbreak.
Shoppers of all ages are embracing these new payment methods, with the fastest growing age category seen in the past year by Klarna being those of Gen X (40-54 years old). Klarna now has over 8.6m customers in the UK who can shop at over 6.5k retail partners.
Luke Griffiths, UK General Manager for Klarna, says: “Now, more than ever, people need convenience and flexibility in how they shop, whether that’s spreading the cost of an item or giving them the option to try before they buy.
Nevertheless, we recognise that it's sometimes easy to get over-excited and carried away with impulse purchases and that Klarna also has an important role to play in helping our customers to purchase the right things, at the right time. That’s what KlarnaSense is all about.”
Kate Nightingale, Retail Psychologist, says: “When shopping, it’s easy to make automatic decisions. You see something you feel you need, perhaps more like desire, and the specially designed website or store does the rest. Before you know it, you are clicking ‘pay now’.
But there is a way to find some balance - to switch on your consciousness without overloading it with information - and that’s by applying the rule of three before heading to the checkout.”
For more information on how to shop smartly and apply the rule of three, or to understand how the psychology of shopping impacts purchase behaviour visit www.klarna.com/uk/klarnasense/
ENDS
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Notes to Editors
*Klarna Survey of 5,000 app users, conducted 2-6th July 2020All stats correct at the time of sending
About Klarna
We make shopping smoooth. With Klarna consumers can buy now and pay later, so they can get what they need today. Klarna’s offering to consumers and retailers include payments, social shopping, and personal finances. Klarna has enabled over 85 million consumers to pay with ease and convenience. Over 200,000 merchants, including H&M, IKEA, Expedia Group, Samsung, ASOS, Peloton, Abercrombie & Fitch, Nike and AliExpress have enabled Klarna’s innovative shopping experience online and in-store. Klarna is the most highly valued fintech in Europe with a valuation of $5.5bn and one of the largest private fintechs globally. Klarna was founded in 2005, has over 3,000 employees and is active in 17 countries.
For more information, visit klarna.com.
About Kate Nightingale
Kate Nightingale is a consumer psychologist and human brands experts. Kate works across brand strategy, insight, customer experience, retail design, innovation and much more. Kate is also a lecturer in consumer psychology, consumer behaviour and customer experience at Regent’s University, London College of Fashion and ELLE Education. www.stylepsychology.co.uk