Albertsons Launches Shoppable Livestream with Fireworks

Albertsons Companies Enhances Digital Presence with Firework’s Shoppable Livestream Video

Albertsons Companies, the parent organization of Safeway and Jewel-Osco, is actively progressing its digital evolution. This latest step involves the integration of shoppable, livestream video capabilities, facilitated by Firework, a company based in Redwood City.

First U.S. Grocer to Adopt the Platform

Albertsons is the pioneering U.S. grocery retailer to leverage Firework’s platform. They will utilize it to develop, host, and curate short-form and livestream video content directly on their brand websites and mobile application. This initiative aims to significantly improve customer engagement, as stated by Usman Humayun, Vice President of Digital Marketing at Albertsons, in an interview with TechCrunch.

Part of a Broader Digital Strategy

This implementation represents the newest advancement in a series of digital initiatives undertaken by Albertsons. Currently, the company is also testing the use of remotely operated delivery robots created by Tortoise.

Mobile-First Approach and Blurring Lines

Albertsons is strategically shifting towards a mobile-first approach, prioritizing customer engagement and retention. Humayun explained that e-commerce and traditional brick-and-mortar retail were once considered distinct entities. However, the onset of the global pandemic effectively dissolved these boundaries.

“Customers now frequently begin their shopping journey in one channel and complete it in another,” he noted. “Consequently, a seamless and high-quality digital experience, mirroring the in-store experience – with its selection, immediate fulfillment, and access to expert advice – has become increasingly valuable.”

The Importance of Comprehensive Online Resources

Visitors to Albertsons’ website or app are often seeking information, tips, advice, and customer reviews. Humayun emphasized that retailers lacking these resources risk losing customers to competitors. Increased customer engagement with content also generates valuable data and insights for future content creation, creating what he termed “the flywheel effect.”

About Firework

Firework, a platform specializing in short-form video, was established in 2017 by Vincent Yang and Jerry Luk. The company collaborates with over 600 direct-to-consumer brands, retailers, and media publishers. To date, it has secured over $100 million in funding from investors including IDG Capital, Lightspeed Venture Partners, and GSR Ventures.

Becoming a Comprehensive Food Content Hub

Partnering with Firework empowers Albertsons to produce and deliver content more rapidly and efficiently. The goal is to evolve beyond simply showcasing products and recipes, and to establish itself as “the single source for food-related content,” encompassing health and wellness through its pharmacy services, according to Humayun.

Planned Content Rollout

The initial rollout will feature videos highlighting seasonal fruits and vegetables, along with guidance on selecting the best produce. This will be followed by recipe and meal preparation videos utilizing these ingredients. Plans also include showcasing food preparation within the deli department and providing tips on optimal grocery storage, mirroring popular content found on platforms like Instagram and TikTok.

Further expansion and personalization, including leveraging local expertise, are anticipated throughout 2022.

Transformative Impact of Short-Form Video

“This represents a transformative step for us, moving beyond static images and text to a more engaging customer experience,” Humayun concluded. “Short-form video is ideally suited to our customers’ consumption habits, challenging us to deliver maximum impact within a concise timeframe.”