Save the date Monday, March 1, that’s the day that Klarna will kick off his live shopping festival. Lor organizes together with Macy’s Herald Square and Cosmopolitan.
The event will last two days and has been called “Hauliday”. It will offer buyers exclusive offers from Macy’s, as well as Adidas, Rebecca Minkoff, Peloton, Lady Gaga’s Haus Laboratories, Saks Off 5th, Express, Bluemercury and Foot Locker. In addition, all purchases can be financed, what more could you ask for?
The live broadcast will be hosted by Jackie Miranne, who is this you ask? Well nothing more and nothing less than him son of Joy Mangano, who invented the Miracle Mop in 1990 and sold millions through HSN, direct competition from QVC. Miranne’s task will be present around 60 products viewers to viewers as you interact with them in real time, so you can answer questions or show how the products work.
“Following the success of last year’s Hauliday event, in which Klarna saw three times the volume of our app compared to an average weekend in 2020, we are delighted to continue our partnership with Cosmopolitan Magazine for the second round.”
“The recently added livestream purchasing component enables us to enhance the shopping experience for our 15 million US customers and drive even more engagement and sales for our participating retail partners.”
David Sandstrom, Chief Marketing Officer, Klarna.
Live broadcasts will be viewed through the ShopShops platform. Although, the Forbes shared that Klarna is working on creating its own platform this year to be available through its app; in fact, they have already carried out a pilot project. The objective according to Forbes David Sandstrom, CMO of Klarna is “My ambition is to create an ultra-modern QVC… without all the cheesy tactics and salespeople“.
What is QVC?
Qurate Retail Group is a cable channel created in 1986 that offers the most engaging shopping experiences, combining the best of retail, media and social media. It has grown into a multi-million dollar business selling products such as jewelry, clothing, household items, or low-budget products with salespeople and live interviews.
Klarna has done some previous tests
The Swedish company “buy now and pay later” has made two previous tests to know what kind of response consumers might have.
In August did his first test. He did a live broadcast to experience and generated 3 times more traffic in your application, compared to an average weekend in 2020.
The other test was in November when he spent six hours on a live show for European buyers which attracted more than 100,000 viewers.
Other companies are also working to make Shoppentretaiment
Klarna is not the only company that has noticed that the Shoppentretaiment is gaining momentum. Companies like Walmart a few months ago collaborated with Tik Tok to be able to do their first live shopping program.
This avalanche of live purchases has been a “response” to the results that were seen during the Singles Day, Alibaba 11.11, in which some brands such as Nike, Adidas or Apple achieved sales of 100 million yuan in gross merchandise volume (GMV).