The Fresh Market Taps Firework to Expand Omnichannel Experiences

Redwood City, Calif.-based Firework, which bills itself as a "shoppertainment" specialist, announced March 9 an ongoing, multiphase partnership with The Fresh Market in order to assist the grocer with the future of omnichannel specialty food experiences.

The Greensboro, N.C.-based, Apollo-backed grocer first tapped Firework for its digital transformation initiative back in fourth-quarter 2021, the video platform said in a statement.

Firework touts the wealth of data that retailers can glean from consumers who interact with the videos, allowing grocers to better personalize the offers they serve.

Since implementing Firework, video engagement increased by 5x, driven by organic discovery on The Fresh Market's homepage and email outreach, the video platform said in a statement. Firework also said the retailer has aggregated more than 12.9 million video engagements and more than 220 days of watch time since going live with Firework during the peak holiday selling season. 

"Providing a premium, differentiated customer shopping experience has been central to The Fresh Market brand since its inception," Chief Marketing Officer Kevin Miller said in a statement. "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."

Firework Chief Business Officer Jason Holland defined the partnership with The Fresh Market as a “perfect example of how Firework enables brick-and-mortar brands to translate their in-store successes to the digital space," Holland said that it’s an “excellent reminder that 'digital-first' doesn't mean 'digital-only.’ ”

Last September Albertsons Cos. added short-form and livestreamed videos to its banner stores' websites as part of its new partnership with Firework. The partnership allows swipeable functionality, letting customers shopping online from Vons, Safeway, Jewel-Osco and other Albertsons Cos. banners to build their baskets and learn more about featured products from the videos. 

Since the beginning of 2022, Firework has added a series of hires. Last month, Drew Cashmore was appointed as its new head of global marketing. Cashmore spent over a decade in a variety of leadership positions at Walmart.

"The team at Firework has developed a truly transformative platform," Drew said in a statement. "With their bold and visionary approach to content, commerce, and customer experience, Firework is poised to entirely reshape the online ecosystem.” In January, Firework announced the appointment of four other prominent industry leaders to its executive leadership team—Suzanne Strasser Grant, Steve Stafford, Eva Wang, and Mark Wurtzelto— hailing from Google, American Express and Walmart.

Last July, The Fresh Market made news when it filed for an initial public offering with the Securities and Exchange Commission, which marked the second IPO for the grocer. The Fresh Market operates 159 stores in 22 states.