Albertsons Companies has teamed up with short-form video platform Firework to bring a shoppable livestream video experience to the websites of several of its banner grocery brands, which include Albertsons, Acme, Kings and Safeway.
“This partnership is an important step in Albertsons Companies digital transformation journey to redefine customer engagement in the grocery retail space,” said Chris Rupp, Chief Customer and Digital Officer at Albertsons Companies in a statement. “This isn’t just about creating new ways to feature our products. This is about bringing delight and inspiration to digital shopping to make online experiences as fun as discovering new products in our stores.”
The Firework platform enables its clients to create, host and curate short-form and livestream video directly on their website. With swipeable, shoppable interactivity, consumers can engage directly with brand and product videos. On-site hosting provides businesses with direct access to consumer data and monetization opportunities of their shoppable video content.
Albertsons Cos.’ initiative with Firework will roll out in phases, with the first phase seeing the debut of short video content and cooking experiences on brand websites. The specific brands included in the initiative were not named; additional offerings and experiences will be added in 2022.
Walmart also has been making moves in the shoppable content space, but on other brands’ sites. America’s largest grocer introduced a shoppable content campaign tied to the food competition show Unbox’d earlier this year, and just announced a wide-reaching, cross-platform partnership with publisher Meredith to let customers shop for Walmart products across food content from Allrecipes, Better Homes & Gardens and REAL SIMPLE, among other publications.
It’s no coincidence that both Walmart and Albertsons also have established retail media networks. Retailers are increasingly building out advertising opportunities to help the brands they sell stand out from the crowd online, much as Amazon has done. In doing so, they are capitalizing on their captive, goal-oriented audiences to create an additional revenue stream beyond product sales. Deploying content strategies that drive more eyeballs to their websites will only bolster retailers’ advertising efforts. In fact, the Firework platform gives retailers like Albertsons another piece of digital shelf space to sell in the form of video ad placement.
The Firework model is unique because it allows companies to host such content directly on their site, drawing customers away from the “walled gardens” of social media and giving brands more autonomy and control not just over the content, but also the viewing data gathered. However, whether consumers will actually go to grocers’ sites to seek out content remains to be seen.