Retailers from Target to Urban Outfitters and Aerie are trading one-size-fits-all affiliate schemes for hybrid creator programs that mix gamified communities, tiered rewards and performance-based pay. The goal: to fix affiliates’ weak spots like tracking gaps, scaling headaches and creator frustration with flat commissions. Target recently scrapped its commission-based creator program in favor of two new programs: the Club Target, a gamified community for “everyday guests and emerging creators,” and Target Ambassadors, an invite-only tier for established creators with “enhanced commissions, performance-based incentives and access to exclusive campaigns,” said Sarah Travis, Target executive vp and chief digital and revenue officer.
Club Target is more in line with the formats of programs recently launched by Urban Outfitters, American Eagle, and Aerie, which engage smaller creators at scale, while Target Ambassadors leverages creator-guided shopping platform LTK to activate bigger creators with more reach.
“We saw an opportunity to move beyond a one-size-fits-all creator model and build programs that better reflect how creators operate today,” said Travis. “One of the biggest learnings from our previous program was that creators have different needs and ways of engaging with brands…we saw how Target already shows up across social platforms through Target runs, product hauls and lifestyle content, giving us a strong foundation to make discovery more shoppable.”
