Albertsons Companies taps Firework shoppertainment tech

Shoppertainment platform venture, Firework, has announced a new partnership with Albertsons Companies.

The food and drug giant is the first US grocer to utilise the Firework platform, bringing online shoppers shoppable, short-form and livestream video experiences.

“This partnership is an important step in Albertsons Companies digital transformation journey to redefine customer engagement in the grocery retail space,” says Chris Rupp, Chief Customer and Digital Officer at Albertsons Companies.

“This isn’t just about creating new ways to feature our products. This is about bringing delight and inspiration to digital shopping to make online experiences as fun as discovering new products in our stores.”

She adds: “With Firework, we found the first platform capable of digitally recreating the sense of freshness, discovery and community that you previously could only find within our stores, all using the video and livestream formats that our digital shoppers love most.”

The project consists of three phases. In the first phase, Albertsons Cos. will use Firework to deploy short video content and cooking experiences on its various banner websites. The partnership will expand offerings and experiences in 2022.

“We’re inspired by Albertsons’ dedication to being at the forefront of grocery retail customer experience, charting the path toward a new gold standard of online shopping and brand engagement,” says Jason Holland, pictured above, President of Global Business at Firework.

“By hosting its own swipeable, shoppable video content to meet its customers where they are, Albertsons will lead the industry in preference-driven digital experience, turning customers into entertainment fans.”

ShoppertainmentStaff WriterAlbertsons Companies, Firework, Shoppertainment, Omnichannel retail, Shoppable videos, Livestreaming, Digital transformation, Customer engagement, Grocery retailersComment