Last month, Klarna hosted “Hauliday by Cosmo x Klarna,” the first-ever virtual shopping holiday in the United States for Gen Z and millennials. The 48-hour event featured exclusive deals across fashion, apparel, footwear, and beauty from more than 50 retailers, including Macy’s, HAUS LABORATORIES, Rebecca Minkoff, Foot Locker, Bluemercury, Saks OFF 5th, and more. The event also incorporated a livestream shopping experience for customers to discover and engage with brands in new ways. Here, we’ve distilled key results and takeaways from the shopping event.
Experiential marketing works.
By launching this first-of-its-kind haul, Klarna enabled retailers to offer an engaging shopping experience for new and returning customers, while also giving our 15 million US shoppers a platform to discover new brands and snag the hottest deals on the market. The event was promoted across Cosmopolitan Magazine’s editorial and social media channels, Klarna social channels, brand channels, and paid media – It. Was. Unmissable. Participating retailers saw an average 53% week-over-week lift in traffic, and retailers offering discounts above 25% off saw a whopping 620% average increase in traffic during the week of the event.
Livestream shopping is here to stay.
Fashion and beauty are banking on livestream shopping for several reasons. Coresight Research forecasts that e-commerce livestreaming will generate $25bn in sales in the US by 2023, while the livestream market in China is expected to hit $125 billion this year. Online shoppers crave the sense of community and peer-to-peer engagement that was typically found in-store but is now lost, and livestream shopping offers an opportunity for them to interact virtually with friends and influencers to learn about the latest trends to hit the market. Hauliday’s livestream event was held at Macy’s Herald Square and featured a variety of products across four episodes. Thousands of shoppers tuned in to discover must-have merch and grab exclusive offers, while splitting their purchases into four interest-free payments with Klarna.
With live shopping and other emerging technologies on the rise, we’re thrilled to offer our partners innovative and unexpected ways to reach new audiences and drive sales across their omni-channel experiences.