For the first time, CPG brands can run creator programs and track verified in-store purchases across major U.S. retailers in one platform
Hummingbirds, the community-powered retail platform connecting CPG brands with everyday creators and tastemakers, announced the launch of Offers, a new product that lets brands tie creator-driven discovery directly to verified in-store purchases at major U.S. retailers.
With this launch, brands can now create cash-back offers tied to specific SKUs, retailers, and geographies, discoverable by a built-in community of everyday creators and tastemakers. These are creators who already try products at the stores they shop and share what they love with the people who trust their taste. Every purchase is receipt-verified, giving brands redemption data, velocity signals, and retail proof in the same dashboard where their creator program lives. This matters given that 83.1% of all retail dollars are spent in-store, where until now, affiliate marketing has yet to succeed at scale.
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“Word of mouth is still the most powerful force in CPG,” said Emily Steele, CEO and Co-Founder of Hummingbirds. “What’s been missing is the infrastructure to design, fund, and measure it. Offers is that infrastructure. We’re not just giving brands a tool to run promotions, we’re connecting them with everyday creators and local tastemakers who are actively discovering products, sharing them with their communities, and driving verified purchases at the retailers that matter.”
Brands can create Offers across five national retailers, including Costco, Target, Walmart, Whole Foods Market and Sprouts, with the ability to target specific regions and measure real sales impact. Offers are discoverable to more than 50,000 Hummingbirds creators based on their interests across food, beauty, and wellness.
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“Hummingbirds has been one of the most authentic ways we’ve found to build awareness at the local level,” said Anna Valenti, Director of Brand Partnerships and Culture at Slate Milk. “With Offers, we’re going to be able to see that connection in real numbers. Tying creator activity to verified in-store purchases across retailers like Target and Whole Foods is something the industry hasn’t had before, and for a brand focused on building velocity in key markets, that data is really meaningful and we’re excited to be an early partner.”
Alongside Offers, Hummingbirds is introducing Nests, which let creators curate and share themed collections of the brands and products they love. Collections are embedded with live Offers, creating a discovery surface that works long after an individual post or campaign ends. Anyone can browse a Nest, but saving and redeeming Offers requires joining Hummingbirds, giving brands a community-driven flywheel for trial at every retailer they sell through.
