""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 shake-up responds to changes in the social media landscape, including the rise of social commerce storefronts like TikTok Shop, and a set of company mandates intended to stem a sales slump and recapture the fabled 'Tarzhay' image of wedding on-trend products with affordability."
"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," Travis said."
Target is revamping its creator strategy as part of a turnaround plan led by new CEO Michael Fiddelke. The company will discontinue its affiliate creator program and introduce two new offerings: Target Ambassadors for major influencers and Club Target for smaller creators. This shift aims to adapt to the evolving social media landscape and address a recent decline in net sales. The focus is on enhancing merchandising authority and guest experience, particularly through social commerce, which is projected to exceed $100 billion in U.S. sales this year.
Read at Retail Dive
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