The Fresh Market Enhances Omnichannel Experience with Shoppable Videos

Specialty grocery retailer The Fresh Market this month revealed an ongoing, multiphase partnership with Firework, a live commerce and omnichannel digital transformation platform. The partnership brings Firework's full suite of live commerce and short-form shoppable video capabilities to The Fresh Market's owned media channels, including its website and mobile app. The experience appears on the retailer's media touchpoints under a "Fresh Ideas" message, currently comprising a carousel ad of expandable TikTok-style videos promoting things such as cooking inspiration, female-owned and emerging brands.

The Fresh Market first tapped Firework for its digital transformation initiative in its fourth quarter of 2021, with the goal of extending its reach to next-generation consumers and positioning itself for continued growth in the digital-first era, according to a news release from Firework.

"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 the release. "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."

According to the partners, the omnichannel collaboration has already proven successful across several KPIs. Since implementing Firework, video engagement increased by five times, driven by organic discovery on The Fresh Market's homepage and email outreach, according to the release. The specialty food retailer has also accumulated more than 12.9 million video engagements and over 220 days of watch time since going live with Firework during the peak holiday selling season.

"Our partnership with The Fresh Market is a perfect example of how Firework enables brick-and-mortar brands to translate their in-store successes to the digital space. It's an excellent reminder that 'digital-first' doesn't mean 'digital-only,'” said Jason Holland, chief business officer at Firework, in the release. “Firework helps deepen connections between the digital and physical in which online engagement draws new customers to stores, and in-store events drive sales and engagement online through live streaming.”