Klarna has partnered with AI-powered gifting platform Nift to to provide its customers with loyalty rewards.

Nift offers personalised thank-you gifts, connecting brands with consumers who want to try new products and services.

Through the partnership, Klarna is offering personalised gifts to its UK and US customers, who can redeem their thank-you gifts across a range of product categories, including fashion, jewellery, restaurants, music and household items.

When Klarna thanks its customers with an exclusive gift, the Nift platform matches each recipient with options based on their preferences and interests.

Klarna said that the new loyalty rewards allow customers to discover and try new products and services from thousands of well-known brands in Nift's merchant network, including Chewy, Fabletics, HelloFresh, Laura Geller, NatureMade, Quince and SiriusXM.

It added that the new service aims to enable brands in the ecosystem to boost customers’ growth by stimulating new demand for their products and services, as well as to increase repeat purchases.

Klarna, which currently counts over 93 million global active users and 2.9 million transactions per day, said that traditional advertising ROI is decreasing with consumer-facing platforms looking to create more positive customer experiences and improve revenue growth.

It added that the partnership has already driven a 30 per cent click-through rate and a 40 per cent gift activation rate in the US.

David Sandstrom, chief marketing officer of Klarna said: “By partnering with Nift, we’re able to thank our customers for making a purchase with surprise, high-value gifts that introduce them to new brands, products and services that are curated specially for them.”

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