22 Nov 20213 min read

Keep the ‘shop’ in shopping.

Klarna K logo

by Klarna

Even Klarna’s digital divas still appreciate a great in-store experience.

From webstores and mobile apps to marketplaces and social shopping, there’s never been more ways to reach today’s connected consumers. But are omni-retailers successfully blending their real and virtual experiences or is there still a digital divide between bricks and clicks?

According to a recent survey of our shoppers and UK retailers, there’s a clear disconnect between retailers’ perceptions of their omnichannel offering and what shoppers actually think.

While three in four retailers think they’re doing a good job of merging physical and digital worlds, half of consumers think they’re not joined up enough.

It’s true that the balance between in-store and online shifted dramatically since the pandemic. Customers shopping habits have evolved fast with 71% of shoppers decreasing trips to stores and 73% increasing their time online.

But it’s fair to say that they still love the thrill of a day out at the shops, with half (51%) still shopping regularly at retailers’ physical outlets.

Why? Because they still value the multi-sensory experience. In some cases more than retailers think.

  • Shoppers are nearly twice as likely to say they value being able to see and feel items in real life (88% Klarna users vs 45% retailers).
  • Half (49%) of customers also value being able to visit showrooms, and see items in-store, but pay online – whereas only 32% of retailers think this adds value.

Encouraging customers to visit the store creates serious uplift too. 55% of Klarna users are more likely to buy things that they hadn’t considered before just by seeing them in person. This confirms that physical outlets still have a role to play in inspiring spontaneous purchasing.


So how can omni-retailers optimise the in-store effect?

The pandemic lockdown while devastating for many retailers also acted as a catalyst for change. As brands bounce back, they are harnessing all their digital know-how to reenergise their physical services and drive footfall back to the high street. From pop-ups, hybrid services, BOPIS and click and collect to push SMS, shopping apps, stock checks and wish lists.

Importantly, forward thinking retailers are finding ways to create the same super-fast, personalised, and targeted experiences in store as their customers get online. From on item/shelf codes that let them access product backstories, promotions and games to virtual reality so they can have fun experimenting with new ideas.

And they’re on the right track. From our research, two thirds of shoppers (64%) expect an integrated experience when moving between a retailer’s different channels. Meanwhile 83% expect a retailer’s branding to be consistent online and in-store. Payments are no exception.

Luckily, you can now offer the same great Klarna experience across all your channels – even in-store. Users can pay speedily at any checkout or POS via the Klarna app, benefiting from instant, interest free instalments and deferred payment. Or they can use Klarna to pay now, for immediate settlement and a smoother experience.

Find out more about what’s happening with bricks and clicks.

Download our latest omni-channel report here.

Copyright © 2005-2023 Klarna. Klarna Financial Services UK Ltd is authorised and regulated by the Financial Conduct Authority (“FCA”) for carrying out regulated consumer credit activities (firm reference number 987889), and for the provision of payment services under the Payment Services Regulations 2017 (firm reference number 987816). Klarna Financial Services UK Ltd offers both regulated and unregulated products. Klarna’s Pay in 3 instalments and Pay in 30 days agreements are not regulated by the FCA. Incorporated in England (company number 14290857), with its registered office at 125 Kingsway, London, WC2B 6NH.