Why retailers like Target and Aerie are moving beyond straight affiliate deals with creators

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