Target’s new CEO Michael Fiddelke and Chief Digital and Revenue Officer Sarah Travis are overhauling the retailer’s creator strategy, ending the affiliate creator program introduced in 2023 after partners reported confusion and frustration. The company aims to build a stronger, future-ready model to support social commerce growth and recapture its on-trend affordable image.

Two separate offerings will replace the affiliate program: Target Ambassadors, powered by LTK, launched on May 1 to support big-name influencers; and Club Target, a gamified platform for smaller and mid-sized creators on TikTok and Instagram that recently completed its pilot phase. Club Target members earn points through weekly challenges, engagement, and affiliate link revenue, unlocking gift cards, exclusive events access, social feature opportunities, and commissions at higher tiers.

Net sales declined 1.5% year over year to $30.5 billion in Q4, reflecting a holiday-season sales slump that has become a focal point for Fiddelke’s turnaround strategy. Improving merchandising authority and elevating the guest experience across channels, including social media, are key priorities to reverse this trend.

U.S. social commerce is poised to surpass $100 billion in sales this year, with TikTok Shop expected to capture roughly 25% of the market. Target views social commerce as a generational shift in retail and believes its refreshed creator strategy will help elevate marketing moments and drive omnichannel growth.