A new article on Marketing Dive says that Albertsons is partnering with tech startup Firework to develop short-form videos and livestream content designed to encourage visitors to use its digital platforms and purchase groceries, the companies announced Wednesday.

• Shoppable videos, each about 30 seconds long and optimized for mobile devices, will start appearing on Albertsons' websites by the middle of October and feature food-related content such as recipes and preparation tips. The grocer will move into livestreaming and sponsored video ads beginning next year.
• Albertsons is joining forces with Firework as the grocery chain steps up its efforts to use technology to connect with shoppers and expand its business.
• Albertsons wants to replicate the immersive experience it presents in its physical stores to people who shop online, company officials said. The goal is to present people with customized videos, including livestreams, that motivate them to make purchases by introducing them to products, highlighting recipes and showing them how to prepare and store items they buy, according to the grocer.

Albertsons is experimenting with various ways to present its Firework videos, including an autoplay option that will allow customers to view videos as they shop. Jason Holland, Firework's president of global business, said his company has been developing videos for Albertsons and is also providing tools to enable the grocer's own staff to produce content.