Firework, a live commerce and omnichannel digital transformation platform, has entered a multi-phase partnership with The Fresh Market. The partnership brings Firework's full suite of live commerce and short-form shoppable video capabilities to The Fresh Market's owned media channels.
The Fresh Market first teamed up with Firework for its digital transformation initiative in Q4 2021, with the goal of extending its reach to next-generation consumers and positioning itself for continued growth in the digital-first era.
"Providing a premium, differentiated customer shopping experience has been central to The Fresh Market brand since its inception," said Kevin Miller, chief marketing officer at The Fresh Market, in a statement. "We've always focused on making the in-store experience special, something you look forward to returning to. With Firework, we're able to closely replicate that same personalized, one-of-a-kind shopping experience of joy and anticipation in the digital space where next-generation consumers shop."
Since implementing Firework, video engagement has increased by five times, driven by organic discovery on The Fresh Market's homepage and email outreach. The specialty food retailer has also aggregated more than 12.9M video engagements and over 220 days of watch time since going live with Firework during the peak holiday selling season.
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