Over the last year, the culture of digital consumption has undergone a marked process of change, in which consumers have become more demanding. Among their greatest demands is to obtain more flexible purchase options that allow them to save when making their purchases. This has fueled the growth of payment solution platforms such as , and its installment payment services.
Likewise, the rise of these new payment methods has served to boost business sales, reaching a greater number of users and offering more pleasant shopping experiences to their customers. An example of the success that these payment methods present for eCommerce is the recent incorporation of Klarna within the payment methods of Lush Spain.
Lush Spain integrates Klarna Paga en 3 among its offer of payment methods
Lush is a British cosmetics company whose business is based on fresh, natural and sustainable products, to the point that they market their products “naked”. That is, without packaging in order to reduce the environmental impact of the brand.
Based on these principles, the English brand has managed to gain a solid community in the Spanish market, adding 15 stores in 7 different cities. In addition to its local website, with which it promotes the national consumption of 100% handmade products. According to what was expressed by morgane pommier, digital manager of Lush Spain, one of the goals of the brand is to offer its customers the ease of buying and giving away more sustainable and quality products, to promote a more conscious economy. However, these types of products are usually somewhat more expensive, so they have decided to incorporate more flexible payment methods.
Here comes Klarna, with its “Klarna Pays in 3” deferred payment option, which they implemented at the beginning of last year (2021). This is not the first association of the English brand with Klarna, as they had already implemented their services in three other markets previously.
According to Klarna, this solution is available for purchases over 55 euros made on its website. With what allows consumers to divide the cost of their purchases into three installments without interest, provided that these are above the mentioned amount.
What has Lush Spain achieved thanks to this alliance
The union of both brands gave immediate results. Following the integration of “Klarna Pay in 3”, Lush saw considerable growth in their number of referrals (ie referred traffic). This is because Klarna has several channels to drive traffic to its customers’ websites: a web store directory, the Klarna app, CRM strategy and their .
On the other hand, there was an increase in customer acquisition for having this means of payment, since 87% of Klarna users were new to the cosmetics platform. In addition, they achieve a conversion ratio higher than 37% among users who choose Klarna as their payment method.
“In just two days, Klarna accounted for 68% of total referrals and 2.47% of total sessions (all new). Meanwhile, Klarna’s newsletter drove 6.30% of that stock’s revenue. Additionally, 87% of Klarna users were new to Lush, demonstrating Klarna’s ability to attract more customers to our website. We found that some shoppers turn to Klarna when they want to spend more and better manage expenses, but many choose it for all their orders because it’s so easy and fast.” explains Pommier.
The data offered in this case study by both brands belongs to a period of a campaign they did jointly in March 2021.
In short, this integration presented, in the first months of the campaign, an increase of 91% in the average value of orders placed with Klarna, compared to other payment methods.
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