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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.
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"While the pandemic allowed for rapid acceleration of both development and adoption of digital for groceries, we are seeing stickiness in customer behavior, especially when they are presented with the right experience and content on digital platforms."
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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.
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"When you can ... do it on your site, [you] own the first party data associated with your site [and] own the connectivity to your customers from an experience perspective, all the way through to conversion. Our goal is to create the first grocery retailer to become a fully entertainment enabled platform for cooking and food and the freshness of their items. There's a huge CPG implication relative to retail media here that we're ... governing and working on with the agencies and their holding companies that represent the digital media buying budgets."
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