Specialty food retailer The Fresh Market is expanding its partnership with video commerce platform Firework to launch what it is calling a “shoppable video live commerce (SVLC) retail media network (RMN).”
The Fresh Market will leverage the Firework platform to enable a video-driven RMN experience. Brands will have the opportunity to run sponsored video ads within The Fresh Market’s ongoing livestreaming series, which features holiday meal prep tutorials and chef-developed recipes.
“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 in a statement. “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 and Firework first teamed up in Q4 2021 to launch the company’s livestreaming series as part of the retailer’s digital transformation initiative. In mid-2022, The Fresh Market shared initial results from the partnership, which have included a 97% increase in conversion rates for Firework videos on TheFreshMarket.com, and double-digit increases in click-through rates and ad recall on Facebook posts featuring Firework video versus those without.
“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 shoppable videos to be over 300% greater than our traditional digital advertising results,” said Kevin Miller, Chief Marketing Officer at The Fresh Market in a statement. “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.’”
Firework also has a similar retail media-focused shoppable video partnership with Walmart that was launched in September 2022.