The Fresh Market Expands Partnership with Firework
North Carolina-based grocer The Fresh Market is expanding its partnership with video commerce platform Firework to launch its first-ever Shoppable Video-Live Commerce (SVLC) retail media network (RMN).
The Fresh Market will offer brands the opportunity to run video ads as sponsors across their ongoing livestream series, which features holiday meal prep tutorials and chef-developed recipes that are already seeing “extremely high conversion and engagement rates” with Fresh Market customers.
“Overall, the combined viewership of our first four Firework-powered livestreams exceeded 2 million views and we saw conversion rates of the special occasion meals featured in the livestream shoppable videos to be over 300% greater than our traditional digital advertising results," said Kevin Miller, Chief Marketing Officer at The Fresh Market. “Having proven the power of Firework’s video commerce content in 2022, we’re excited to offer our partners an innovative and differentiated means of storytelling in an entertaining new way. We call it Shoppertainment.”
The Fresh Market and Firework began their partnership in Q4 2021, when the specialty grocer tapped the video commerce company to enable its digital transformation initiative. Since then, The Fresh Market has seen growth across a variety of key performance indicators, including increased conversion rates, click-through rates, and more, according to the grocer.
“This newly expanded partnership is a game-changer, not only for The Fresh Market, but also for the entire retail media network landscape,” said Renee Caceres, VP of U.S. Retail Media at Firework. “With Firework’s video commerce platform, The Fresh Market is able to truly differentiate itself in the market by offering brands the opportunity to engage, inspire and convert shoppers in a way that is far more compelling than the traditional search and static display RMN offerings. Together, we’re enabling a fully integrated customer experience — bringing the immersive in-store experience online.”
The Fresh Market currently operates 159 stores in 22 states across the U.S., where its private label products and prepared food offerings can be found.