Don’t Sweat It: Smart Moves for Retailers Facing the Tariff Squeeze
Insights from Fluent’s SVP of Marketing on protecting margins without losing loyalty
Tariffs and inflation continue to challenge retail margins, prompting many brands to rethink their approach. One solution gaining traction is post-purchase monetization, a commerce media solution that helps protect profitability while strengthening customer loyalty.
But what if there’s another way? One that not only safeguards your margins but actually deepens customer loyalty and trust?
Jessica Batty, SVP of Marketing at Fluent, shares how brands can navigate economic uncertainty with empathy, transparency, and smarter monetization strategies that put the customer first.
What you’ll learn:
- How tariffs disrupt pricing, loyalty, and CX—and how to respond
- Why transparency and authenticity build trust in tough times
- How post-purchase monetization grows revenue and loyalty
Read the full Q&A for expert insights →
TL;DR
- Tariff uncertainty is prompting brands to re-examine pricing and supply chains for peak season.
- Price-sensitive shoppers are evaluating more, creating challenges and opportunities to earn their loyalty.
- Post-purchase monetization creates new revenue streams without disrupting the customer experience.
- To succeed, brands should prioritize transparency, act intentionally, and balance near-term growth with long-term trust.
The Q&A: Jessica Batty on Consumer-First Strategies Amid Rising Tariffs
Q: What are you hearing from brands when it comes to tariff concerns as they gear up for the holiday shopping season?
Tariffs have thrown a serious wrench into planning. Retailers typically lock in seasonal inventory six to nine months out, but shifting trade policies are making it harder to forecast costs and place bets with confidence.
The anxiety is real, especially around pricing. No one wants to raise prices right before the holidays, but brands also can’t afford to take a hit on every sale. So the question becomes: how do you protect your margins and your customer relationships?
“The brands that win will be the ones who get scrappy and creative—finding ways to offset rising costs without compromising the customer experience.”
Q: What impact will rising costs have on consumer sentiment and loyalty? And how should brands respond?
Price sensitivity is top of mind right now, and shoppers are more willing than ever to try new brands if they feel they’re not getting fair value.
Even in my own shopping habits, I’ve noticed I’m pausing before clicking ‘buy now.’ If a brand helps me understand why prices are changing—or better yet, offers something meaningful in return—I’m far more likely to stay loyal.
“To keep customers coming back, brands need to think beyond price. It’s about creating experiences that feel personal, transparent, and genuinely thoughtful. That’s how you build connection—and connection drives loyalty.”
Q: As a consumer, are there any brands you’ve seen that are setting the bar for authenticity and transparency?
BarkBox really stood out to me recently. I’ve been a subscriber for years, and they sent out a candid note explaining a change – shifting to simpler packaging and using some overstock toys instead of launching a new theme every month.
The message felt genuine and conversational, like they were inviting customers behind the scenes: “We want to keep prices steady for you, so here’s how we’re adjusting.” It didn’t feel like a corporate announcement; it felt like they were on our side. That kind of honesty builds trust and keeps me coming back.
Q: What are some other ways retailers can offset the impact of tariffs?
It’s all about doing more with what you already have. Post-purchase monetization is one of the simplest ways to unlock net new revenue—without raising prices or adding new headcount. Instead of raising prices, brands can create a new revenue stream by offering relevant, value-driven offers right after checkout.
“It’s not just about plugging a revenue gap—it’s about doing it in a way that adds value, not friction.”
Q: How does post-purchase monetization help reinforce loyalty and retention?
Post-purchase offers aren’t just about revenue—they’re a way to reward customers for their loyalty right after they buy. Fluent research shows 2 in 3 shoppers say these offers improve their experience, and 3 in 5 are more likely to come back to a brand because of them. When done right, post-purchase monetization enhances the experience.
“You’re not just thanking someone for their purchase—it’s an unexpected bonus that adds value in the moment and builds loyalty over time.”
Q: Any final words of advice for brands looking to drive both revenue and loyalty right now?
This isn’t the moment for business as usual. Brands need to move fast—but with intention. My advice?
- Be upfront. Whether it’s pricing, packaging, or experience, say what’s changing and why. Customers appreciate honesty—especially when every dollar counts.
- Move fast and with intention. Look for low-friction wins. Post-purchase monetization is a great example: it requires little effort to launch and has a high impact on revenue.
- Play the long game. Short-term gains matter, but loyalty is what keeps you in the game. The strongest strategies deliver results and drive retention.
Looking for a smarter way to offset rising tariff costs?
Discover how Fluent helps brands earn incremental revenue on every order with post-purchase monetization. See how much you could be earning here.
