News • 04.07.2019

Frictionless checkout across all channels to build loyalty

H&M and Klarna elevate the shopping experience for US consumers

Woman in a dress is smiling at her smartphone and has a card in her hand;...
Source: panthermedia.net/SIphotography

H&M and Klarna announced that they have expanded their current partnership agreement to also include the US market, in the development of an unrivalled payments and shopping experience across touchpoints. Together, H&M and Klarna are aiming at further integrating H&M's digital and physical stores to give customers a seamless, personalized and engaging shopping experience no matter where, when and how they shop.

The partnership extends across H&M channels, online as well as in-store, and will provide frictionless and flexible payments, including Klarna's leading 'Shop now, Pay Later' full product offering, as well as a streamlined post-purchase experience for deliveries and returns.

This will be managed through the next generation of the H&M app and H&M's loyalty program, with the overall objective to create an outstanding end-to-end shopping experience for fashion fans that is even more inspiring and relevant. The new feature is currently available for H&M members only, as H&M aims to create the world's best customer loyalty program.

Daniel Claesson, Head of Business Development at H&M Group, says: "Shopping at H&M should be convenient, relevant and inspiring and we are happy to soon offer fashion fans in selected markets a whole new way of paying their fashion finds. Klarna has helped us develop an H&M-unique payment solution that offers our fans a truly modern shopping experience no matter where and how they choose to shop."

The go live in the US is expected during the autumn 2019, and the first country to go live in accordance with already announced partnership is Switzerland in August, followed by the UK shortly after. Another five markets will also go live throughout 2019.

Source: Klarna

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