The Fresh Market gets results from “shoppable” videos

After a year of consumer viewing, Firework videos work for The Fresh Market.

The partnership between The Fresh Market, based in Greensboro, NC, and Firework, a live commerce and “shoppable” video platform, recently reached a major milestone in attracting next-generation customers to the space online shopping from the specialty grocer. The retailer exceeded 365 days of total watch time for its Firework-enabled video content.

On the Firework platform, interactive “swipeable” technology allows shoppers to directly interact with brand and product videos. (Image courtesy of Firework)

Since first implementing Firework’s video-based ‘shoppertainment’ format earlier this year, The Fresh Market has seen double-digit growth across multiple key performance indicators, San Mateo, Calif.-based Firework reported. . These KPIs include a +97% conversion rate for Firework short videos on compared to the site average since launch, a +47% click-through rate for dedicated Firework emails compared to the overall pre-launch email click-through rate, and a double-digit increase in click-through rate and ad recall on Facebook posts with Firework video compared to those without.

“A differentiated customer experience has been an integral part of The Fresh Market’s identity since our inception,” commented Kevin Miller, Chief Marketing Officer of The Fresh Market, which operates 159 stores in 22 states. “With Firework, we were finally able to replicate those premium customer experiences in the digital sphere, and based on our customer response, it was a resounding success. What we were able to accomplish with Firework in such a short time time has been simply transformative.

The Fresh Market tapped Firework in Q4 2021 to expand its brand reach and engage next-gen consumers in its digital approach. The platform allows users to create, host and manage engaging short live videos on any website. This capability, Firework said, allows any retailer, direct-to-consumer brand, media publisher, or business to own, engage, and monetize a community around short-form video.

Swipeable interactive technology allows consumers to directly interact with brand and product videos, while on-premises hosting gives businesses direct access to consumer data and monetization opportunities from their video content buyable. Retailers can also sell “digital shelf space” – in the form of video ads – to the brands they carry.

The Fresh Market’s digital transformation with Firework included a live sales event that showcased its new store in Palm Beach Gardens, Florida. The fully managed live stream has surpassed industry averages, including an eight-fold increase in live engagement rates and a three-fold increase in product click-through rates. , compared to eMarketer industry averages, Firework reported. The livestream, hosted on the grocer’s web property, drew 4.8 times more viewers than the simulcast of the event on social media.

“Video is the new lingua franca for next-generation digital consumers,” said Jason Holland, president and chief commercial officer of Firework. “With Firework, forward-thinking brands like The Fresh Market are able to translate their own identity and message into this new universal language with the fluidity, ease and authenticity that resonates with and keeps these audiences committed.”

John C. Dent