The Fresh Market to continue partnership with Firework
Grocery chain The Fresh Market has announced it will continue its partnership with live commerce and shoppable video platform Firework to help enhance its customer experience.
The Fresh Market, which operates 159 stores in 22 states and has a sizeable private label portfolio, is the second grocery chain to utilize the platform, following Albertsons. In the past few months, Firework has added several new executives to its leadership team.
“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. "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."
The Fresh Market first tapped 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. The partnership brings Firework's full suite of live commerce and short-form shoppable video capabilities to The Fresh Market's media channels.
According to the grocer, since implementing Firework, video engagement increased by 5x, driven by organic discovery on The Fresh Market's homepage and email outreach. The specialty food retailer has also aggregated 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," said Jason Holland, chief business officer at Firework. "It's an excellent reminder that 'digital-first' doesn't mean 'digital-only.' 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. With Firework, we've proven that retailers can drive KPIs beyond any other digital consumer platform while still maintaining a single, unified customer experience that stays true to your brand and your values."