Payment has often been defined as a “last step” in the buying journey — the finale of a customer’s journey through the immersive and exciting elements that make a brand or retailer stand out.
Klarna is changing that; the “buy now, pay later” company was recently valued at $10.65 billion in an investment round led by Silver Lake and garnered investment from Macy’s. Klarna also has an impressive roster of brand and retailer partners in its corner, and coupled with partnerships with the likes of Cosmopolitan, these relationships point to Klarna’s evolution from a B2B fintech company to an end-to-end B2C experience provider.
“What happens after the checkout is just as important,” David Sykes, Head of Klarna US, said during an episode of Retail Remix. “The consumer journey/experience doesn’t stop when you click into your payment details. It continues on past then.”
Listen in as host Alicia Esposito and David discuss:
- Why the payment experience gets such a bad rap;
- The inspiration behind Klarna’s approach to virtual brand experiences;
- The influence and impact of the “buy now, pay later” market during the recession; and
- Accounting for engagement, business ethics and accountability in a time of industry transformation.
