One-stop-shop: Will super-apps disrupt multi-touchpoint consumer journeys?

Sammanfattning: This research investigates consumer behaviours within the context of Super Applications (Super Apps) usage, specifically examining Millennials and Generation Z in Sweden utilising the super app, Klarna. Utilising Digital Practice Tracking (DPT) methodology, coupled with observational techniques and post-phenomenological interviews, this research began by identifying patterns in consumer behaviour during super apps usage. Following this, it determined the touchpoints facilitating the interface between the business and the observed behaviours. In this research, five main behaviours that emerged from the use of Klarna: navigation, browsing, checkout, payment and tracking. Although consumer behaviours typically fall within predictable patterns, this research discovered a common occurrence of these behaviours unfolding in diverse sequences and combinations throughout the consumer journey. This unpredictability is attributed to super apps' integrated functionality and convenience, challenging conventional consumer behaviour assumptions. Thus, the findings of this research offer valuable insights into the behaviours and touchpoints of Millennials and Generation Z consumers within the super apps domain, thereby shedding light on the potential disruptive impact of super apps on the multi-touchpoint journey. Furthermore, these results equip operational managers and super app developers with critical knowledge to better understand and enhance the user experience of consumers engaging with super apps.