""I think, in general, transitions can be disruptive for some of our creators. This was particularly disruptive," said Target Chief Digital and Revenue Officer Sarah Travis. "Our focus has been and will be on building a stronger and more future-ready model, and I'm confident that we're putting that in place.""
""The work that we're doing from a social commerce perspective is really helping to elevate all of those priorities that we have as a company," said Travis. "I would argue that [social commerce is] one of the biggest shifts in retail today.""
Target is revamping its creator strategy under new CEO Michael Fiddelke, discontinuing its affiliate creator program from 2023. The company will now focus on two offerings: Target Ambassadors for major influencers and Club Target for smaller creators. This shift addresses changes in social media and aims to combat a sales decline, with net sales dropping 1.5% to $30.5 billion in Q4. The strategy emphasizes social commerce, which is projected to exceed $100 billion in U.S. sales this year.
Read at Marketing Dive
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