Albertsons Cos. will launch shoppable video experiences and livestream video in partnership with short-form video platform Firework. According to Firework, the interactive content enables customers to engage directly with brand and product videos and provides businesses with direct access to consumer data and monetization opportunities. It also gives retailers the opportunity to sell “digital shelf space” to brands they carry in the form of video ad placement.
"This partnership is an important step in Albertsons Companies' digital transformation journey to redefine customer engagement in the grocery retail space. This isn't just about creating new ways to feature our products. This is about bringing delight and inspiration to digital shopping to make online experiences as fun as discovering new products in our stores," said Chris Rupp, chief customer and digital officer at Albertsons Cos., in a statement. "With Firework, we found the first platform capable of digitally recreating the sense of freshness, discovery and community that you previously could only find within our stores, all using the video and livestream formats that our digital shoppers love most."
The end-to-end implementation will be a multi-fold initiative, consisting of three distinct phases.
In this first phase, Albertsons Cos. will use Firework to deploy short video content and cooking experiences on the various banner websites. The partnership will expand offerings and experiences in 2022.
"We're inspired by Albertsons' dedication to being at the forefront of grocery retail customer experience, charting the path toward a new gold standard of online shopping and brand engagement," said Jason Holland, president of global business at Firework, in a statement. "By hosting its own swipeable, shoppable video content to meet its customers where they are, Albertsons will lead the industry in preference-driven digital experience, turning customers into entertainment fans."
Related: Albertsons Pilots DoubleDash Service; Albertsons, Instacart Pilot Grocery Pickup.
Image: Firework/Albertsons Cos.