Behind the Numbers: an EMARKETER Podcast Creators Meet Commerce: How They Guide Customers From Inspiration to Checkout | Behind the Numbers Special Edition
Mar 10, 2026
Alexis Call, Director of Digital Merchandising at Stanley 1913, blends site UX with creator-driven product storytelling. Corey Weaver, Head of Influence at Gap Inc., builds creator strategy and measurement across brands. They discuss shoppable video, TikTok Shop launches, affiliate programs, using creator content on product pages, and how creators inform assortment and merchandising.
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Creators Power The Full Commerce Flywheel
- Creator content now fits across the entire commerce flywheel from awareness to direct affiliate-driven sales.
- Gap Inc. uses creators for affiliate links, paid amplification, product pages, and integrated marketing to influence every stage of the journey.
Build Creator Programs Around Human Connection
- Invest in connection not just transactions when building creator programs.
- Gap's Creator Program prioritizes community for nano and micro creators and celebrates diverse professions to deepen ongoing relationships.
Jenny Collaboration Drove A Viral TikTok Shop Launch
- Stanley launched a Jenny K-pop collaboration with an early-access TikTok Shop live event that drove major reach.
- The all-day live shopping hosted by creators hit 600,000+ views and made Stanley the number two brand on TikTok Shop that day.