The Modern Retail Podcast Affirm's in-store Apple Pay play, Kroger's coupon revival, and WTF is a retail media network
Sep 20, 2025
Kimeko McCoy, a senior marketing reporter at Digiday, dives into the evolving landscape of retail media. She discusses how Affirm is integrating its buy now, pay later service with Apple Pay, enhancing in-store experiences. The revival of paper coupons by Kroger is also a hot topic, appealing to value-oriented shoppers. McCoy explores the rapid growth of retail media networks inspired by Amazon’s success, highlighting the challenges brands face in navigating this crowded space and the potential for new players to emerge.
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Apple Pay Gives BNPL Massive In-Store Reach
- Affirm's Apple Pay in-store launch unlocks huge reach because Apple Pay is accepted by over 85% of US retailers.
- This move targets "offline commerce," where over 80% of retail spend still happens and could drive significant BNPL adoption.
Checkout Tech Slowed In-Store BNPL Adoption
- The main barrier for BNPL adoption in stores has been checkout terminal tech and retailer upgrade cycles.
- Apple Pay integration circumvents terminal fragmentation, making in-store BNPL more feasible now.
Exclusivity Deals Shape BNPL Visibility
- BNPL providers also compete to be a retailer's exclusive partner, which shapes who gets promoted in stores.
- Winning exclusivity affects a BNPL firm's visibility and requires retailer marketing cooperation.