The Fresh Market launches 1st shoppable live-video network

Video commerce tech company Firework is expanding its partnership with Greensboro, North Carolina-based grocer The Fresh Market, with plans to launch the first shoppable video-live commerce (SVLC) retail media network (RMN) in the nation. 

The Redwood City, California-based tech company said in a press release that its first four livestreams attracted more than 2 million views, and conversion rates from the videos were 300% greater than traditional advertising.   

"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 Chief Marketing Officer Kevin Miller said in the press release. 

The move follows a trend in which tech companies, such as DoorDash and Instacart, are offering shoppable videos and display ads for consumer packaged goods. Instacart announced in May that it was launching its video and display ads program with Dove, Mondelēz International, PepsiCo and S.Pellegrino. And in early February, DoorDash revealed plans to partner with streaming service Roku to offer viewers the opportunity to order takeout and groceries through their TV.  

Firework noted in its press release that retail media was the fastest-growing ad channel worldwide, as of the third financial quarter of 2022, with the sector’s total spend growing by 45% compared to the year prior. That is forecast to grow to $55 billion by 2024. 

"This newly expanded partnership is a game-changer, not only for The Fresh Market, but also for the entire retail media network landscape," Renee Caceres, VP of U.S. retail media at Firework, said in the press release. "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." 

The Fresh Market, which runs 159 stores in 22 states, established the partnership with Firework in the fourth quarter of 2021 and has since experienced double-digit growth in click-through and conversion rates, Firework said.