Klarna, a fintech operator that includes a marketplace-style platform that links to partner e-commerce sites including those of Macy’s, Bed Bath & Beyond and Etsy, has announced that the company has expanded its scope of operations by acquiring HERO, a social shopping platform offering consumers inspiration, advice and immediately shoppable content produced directly from physical retail stores.
Klarna plans to introduce HERO to its 250,000 retail partners. In doing so, it will give their in-store teams the ability to become content creators instantly, provide reviews, deliver real-time advice and generate richer, more engaging and informative content around products to bring the best of in-store shopping to the online experience for consumers, Klarna stated.
Founded in 2015 and based in London and New York, HERO gives consumers a more personal and convenient way to shop, Klarna asserted, one that reflects how they interact today, in part by bringing the concept of in-person customer service to e-commerce. HERO’s client roster now includes global brands such as Levi, Rag & Bone, Chloé, Harvey Nichols. It already shares a number of retail partners with Klarna’s existing network such as Nike and JD Sports.
In announcing the acquisition, Sebastian Siemiatkowski, CEO of Klarna, said, “Immersive shopping experiences are now expected by consumers when shopping online and forward-thinking brands want to provide consumers with a rich, interactive way to shop for their products. With HERO we share an ambition to elevate the shopping experience through the convergence of online and in-store shopping experiences, supporting retailers to inform and engage consumers in new ways. We see a huge opportunity to leverage HERO’s existing platform and expertise to allow in-store retail professionals to become global brand ambassadors. This will unlock growth for retailers by creating a new hybrid shopping experience that enables consumers to make informed purchasing decisions as part of an engaging and personalized shopping journey.”
