US grocery giant Albertsons launches "immersive shopping" video! Another step in e-commerce transformation!

According to foreign media reports, recently, the US grocery giant Albertsons announced a partnership with the short video startup Firework to launch "immersive shopping" videos, similar to TikTok's short videos and live videos. It is reported that Albertsons is the first grocery retailer in the United States to adopt the Firework platform.

The videos will reportedly launch in October and will cover short content such as recipe demonstrations, meal preparation tips, and more. In addition, Albertsons will also show viewers behind-the-scenes food storage and preparation techniques in its stores. The "swipeable, shoppable" interactive technology allows consumers to interact directly with brands and product videos.

Firework reports that its shoppable videos generate a 30% add-to-cart rate, compared to the industry standard of less than 8%, and that live online shopping increases purchase success rates fourfold.

Firework said its short video and live streaming platform connects an ecosystem of more than 600 retailers, CPG companies, D2C brands, publishers and media buying agencies around the world, with more than 1 billion monthly active users.

The partnership with Firework is the latest step in Albertsons’ digital transformation, following the launch of a subscription service and a test of a robot delivery service.

Editor✎ Irene/

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