Grocery large Albertsons Firms, which owns Safeway and Jewel-Osco, is steadily including to its digital transformation, this time with shoppable, livestream video experiences developed by Redwood Metropolis-based Firework.
Firework famous that Albertsons is the primary U.S. grocer to make the most of its platform to create, host and curate their very own short-form and livestream video for the Albertsons manufacturers web sites and app to enhance buyer engagement, Usman Humayun, vice chairman of digital advertising at Albertsons instructed TechCrunch.
That is the newest in a pipeline of digital advances Albertsons is making; for instance, it’s presently piloting remote-controlled supply robots developed by Tortoise.
As a part of its digital transformation, Albertsons is shifting to be mobile-first because it focuses on buyer engagement and retention. Humayun defined that e-commerce and brick-and-mortar shops had been believed to be two issues a number of years in the past, however when the worldwide pandemic hit, these strains blurred.
“Now prospects are beginning in a single place and ending in one other place,” he added. “There may be additionally an elevated worth of getting a very good digital expertise that carefully mirrors what folks expertise within the retailer, the place there may be choice, achievement — you should purchase it proper then — and you may ask an affiliate for recommendation.”
Prospects going to an Albertsons web site or utilizing its app are there to analysis, get suggestions and recommendation and skim opinions, one thing Humayun stated if a retailer doesn’t have that, folks will go elsewhere. The extra folks come to buy and interact with the content material, it additionally supplies the corporate with information and insights for constructing extra content material, what he referred to as “the flywheel impact.”
Firework, a short-form video platform, launched in 2017 by co-founders Vincent Yang and Jerry Luk and is now led by Jeff Lucas, former world head of advert gross sales for Verizon Media. The corporate works with greater than 600 direct-to-consumer manufacturers, retailers and media publishers and has raised over $100 million to this point from backers together with IDG Capital, Lightspeed Enterprise Companions and GSR Ventures.
Working with Firework supplies Albertsons the flexibility to create and current content material quicker, in a lighter-touch method, and transfer towards being not nearly product and recipes however changing into “the one supply for food-related content material” in addition to well being by means of its pharmacy, Humayun stated.
The grocery store intends to start by rolling out video content material, like vegatables and fruits which can be in season or easy methods to choose one of the best fruit, after which comply with that up with recipes and meal prep movies utilizing these meals. It additionally needs to go inside areas just like the deli to indicate a video of how well-liked meals are ready and one of the best strategies for grocery storage, much like what prospects are already consuming on Instagram and TikTok, he added. The partnership will come out with expanded choices and experiences in 2022 that may embrace buyer personalization and leveraging native expertise.
“That is transformational for us and strikes us upwards from the static photos and textual content to a brand new approach of partaking with prospects,” Humayun added. “Brief-form video is the correct format for us as a result of our prospects have a lot content material to eat, and it challenges us to make a excessive affect in a shorter timeframe.”