Retail Brew // Morning Brew // Update

April 02, 2025

Welcome to Wednesday. After last month’s tariff whiplash, President Trump is expected to announce his new tariff plan at 4pm ET today that the White House says will go into effect immediately. That is, of course, until tomorrow, when things could be completely different. Our backspace keys are prepared to work overtime.

In today’s edition:

—Alex Vuocolo, Erin Cabrey

STORES

Later greats

Jeff Greenberg/Getty Images

Klarna shook up the fintech world in March with the announcement that it was becoming the exclusive buy now, pay later (BNPL) provider for Walmart, replacing its competitor Affirm in one of the most sought-after partnerships in the industry.

“This is a game changer,” Klarna CEO Sebastian Siemiatkowski said in a statement. “Millions of people in the US shop at Walmart every day—and now they can shop smarter with OnePay installment loans powered by Klarna.”

OnePay is the Walmart-backed finance app and digital wallet provider that is managing the partnership with Klarna. Through the OnePay app, which is already integrated across Walmart’s digital and physical channels, customers will be able to access installment loans from Klarna with repayment terms ranging from three to 36 months.

Yet the battle for the nation’s biggest retailer might not be a done deal. While Klarna said the plan is to drop Affirm, Walmart customers can still access the rival’s payment options, according to an SEC filing.

If Walmart does drop Affirm, however, the company is set to lose a sizable chunk of revenue. The filing also stated that in the last six months of 2024, purchases through its Walmart program made up approximately 5% of Affirm’s gross merchandising volume.

Keep reading here.—AV

Presented By Hightouch

Decisions, decisions

When should you build customer journeys manually, and when should you loop in AI? Before you answer, remember that personalization plays a crucial role in the customer experience.

Static customer journeys and workflows offer control but personalization doesn’t scale. Yet, the more you personalize, the more complex work is required. ‍

What’s the happy medium? AI decisioning.

This blog post by Hightouch explains when you can use AI decisioning vs. predefined journeys to maximize results, maintain control, and expand personalization. Because sometimes, predefined journeys are the answer. But other times, AI decisioning can make for a smoother ride.

Learn the difference.

SUPPLY CHAIN

Privacy please

Shih-Wei/Getty Images

Nearly 60% of retailers are growing their private label portfolios to build loyalty and improve margins in response to inflation, according to a new survey from Relex.

The supply chain platform’s report found that 16% of retailers are also shifting away from national brands, leaving manufacturers to compete on price rather than brands. CPG manufacturers are facing margin pressure, for example, with 70% relying on discounting to compete and 40% introducing “value-tier” products.

As the Trump administration’s new tariffs raise costs on key inputs, the industry is bracing for another wave of inflation. At the same time, competitive pressure could serve as a counterweight to price hikes. About one-third of retailers, for instance, are adjusting their prices to stay competitive, per the survey.

Keep reading here.—AV

COMMUNITY

Coworking with Daniela Jurado Jabba

Daniela Jurado Jabba

On Wednesdays, we ~~wear pink~~ spotlight Retail Brew’s readers. Want to be featured in an upcoming edition? Click here to introduce yourself.

Daniela Jurado Jabba is executive VP for North America at VTEX, a commerce platform working with brands like Colgate and Sony.

How would you describe your job to someone who doesn’t work in retail? I’m responsible for the sales and marketing organization of VTEX in North America which, in a few words, means I’m responsible for new customer acquisition and also making sure all our communication, brand awareness, and messaging efforts are aligned with our ideal customer profile. Because of this, I have a very diverse team working with me on a day-to-day basis, like technical solution engineers, sales executives, partner managers, business development managers, content creators, and others.

One thing we can’t guess about your job from your LinkedIn profile? I have a technical background, and I like to go deep on technical and architecture discussions during our sales processes. I strongly believe the sales process is not only about signing a contract, but making sure you are selling the right product to the right company. From my point of view, having these deep discussions that are not necessarily “comfortable” is a must.

What’s your favorite project you’ve worked on? From a sales perspective, I really like those projects where you are able to truly enjoy the experience with people that let you see beyond the professional sphere, but also connect with you as human beings.

Keep reading here.—EC

Together With LTK

Fostering your brands’ community. LTK’s latest whitepaper offers an in-depth look at the new LTK experience. It’s designed to drive greater awareness and engagement toward your brand in order to overcome social media’s shift to algorithmic scrolls that diminish engagement. Download the full report here.

SWAPPING SKUS

Today’s top retail reads.

Matter of tax: From thinner paper to fewer colors, retail businesses are evaluating creative options to offset higher costs as the Trump administration imposes import tariffs. (Associated Press)

Shelf life: Charting the road ahead for Kroger after a failed merger and its CEO’s sudden resignation. (Grocery Dive)

Making scents: Inside the booming business of perfume flankers—spinoffs of popular perfumes like Glossier’s latest You iteration, Fleur. (Glossy)

On the case: This case study explores how WHOOP drove a 10% lift in cross-sell conversions with Hightouch’s AI decisioning. If you’ve been looking for an applicable AI use case, today’s your lucky day.*

^{*A message from our sponsor.}

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