Supermarket Perimeter - May 2023 - 95

Most important, being able to livestream allows the retailer to bring
the instore experience online.
" The Fresh Market customers want to be able to explore products in
a more immersive way and have authentic experiences and inspirations
from their local store associates, " Holland said. " They want to know
what's fresh today from the butcher or in the produce department, and
what kinds of wonderful dishes they can serve up utilizing The Fresh
Market's products. "
Before FW technology, the online customer experience was limited to
typical - and, Holland said, boring - ecommerce offerings.
Now, local chefs are bringing products and recipes to life in a
whole new way - and that drives engagement, creates meaningful
connections, and improves the customer experience dramatically.
The Firework technology also allows The Fresh Market to scale up its
livestreams and create short-shoppable videos across all of their owned
digital channels - including their website, emails, and app.
Firework enables an omnichannel experience in different ways,
Holland said.
" Video commerce is all about breaking down the traditional barriers
between in-store and online customer experiences, and we are always
exploring new, creative ways to cultivate that holistic experience. "
That can lead to a significant return on investment, Holland said.
The Fresh Market's Firework-enabled video commerce initiative has,
to-date, delivered a 113% increase in conversion rates and 115% increase
in session time for its website (compared to sitewide averages); and
approximately a 49% increase in click volume and a 23% increase
in click-through rates for Firework-enabled emails (compared to
pre-launch).
Also, with the Firework-powered retail media network, we're
unlocking a new revenue stream and with it greater potential for
ROI impact.
" Overall, the combined viewership of our first four Firework-powered
livestreams exceeded 2 million views and we saw conversion rates
of the special occasion meals featured in the shoppable videos to be
over 300% greater than our traditional digital advertising results, " said
Kevin Miller, The Fresh Market's chief marketing officer at The Fresh
Market. " 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 and other Firework customers are routinely
surprised by how dramatic and immediate a difference the Firework
platform can make for their ecommerce businesses, Holland said.
" Our customers routinely see huge upticks in key performance
metrics like average session time, click-through rates, conversion rates
and customer engagement, due to both the effect of video commerce
itself as a differentiator in the customer experience, as well as Firework's
uniquely streamlined, easy-to-use platform. Thanks to our intuitive
product design and our comprehensive creative services offerings,
a company can come to Firework with zero experience in video
commerce and still be up and running - and realize meaningful returns
- with next to no lead time or onboarding. "
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