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Feb 5, 20211 min read

Ann Summers hits sweet spot with Klarna.

Klarna K logo

by Klarna

As a champion of liberation, Ann Summers was eager to explore flexible payments to empower online customers to buy the best they could comfortably afford.

Having seen that customers were using Klarna on partner websites, Ann Summers wanted to meet that customer expectation for flexible payments whilst broadening appeal for those who choose not to use interest bearing credit options.


10% share of checkout • 10% rise in mobile users

In under two months, 10% of Ann Summers checkout was through Pay in 3 and average transaction value had increased. Mobile users rose by 10% as customers switched to online channels to take advantage of Pay in 3.


Success spanned beyond conversion rates and transaction values, driving customer engagement and focus for outreach.

The Ann Summers team testified that “success at the checkout is only part of the story. Klarna has also given us a great focus for customer outreach. A recent email blast to our entire database delivered one of the best responses we’ve had.


Download the full case study below to discover how Ann Summers hit the sweet spot with Klarna.

Read the full case study with Ann Summers.

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Copyright © 2005-2023 Klarna Bank AB (publ). Klarna Bank AB (publ) is authorised and regulated by the Swedish Financial Supervisory Authority. Deemed authorised by the Prudential Regulation Authority. Subject to regulation by the Financial Conduct Authority and limited regulation by the Prudential Regulation Authority. Details of the Temporary Permissions Regime, which allows EEA-based firms to operate in the UK for a limited period while seeking full authorisation, are available on the Financial Conduct Authority’s website. Klarna Bank AB offers both regulated and unregulated products. Klarna’s Pay in 3 instalments and Pay in 30 days agreements are not regulated by the FCA. Klarna Bank AB (publ) registered and head office: Sveavägen 46, 111 34 Stockholm, Sweden. A Swedish public limited company (publikt bankaktiebolag) registered with the Swedish Companies Registration Office with organisation number: 556737-0431.