Rising gas prices may push more household spending toward Amazon

This story was first published by Digiday sibling ModernRetail

Higher gas prices could end up benefiting Amazon’s e-commerce business as consumers look for ways to avoid driving to stores and focus more of their spending on household essentials.

Gas prices surpassed $4 a gallon for the first time since 2022 earlier this year, driven by disruptions to oil supply amid the U.S.-Iran war. As of Thursday, the national average for regular gas stands at $4.43, well above the $3.16 average a year ago, according to the American Automobile Association.

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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 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.

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