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Albertsons Companies is the latest retailer to experiment with shoppable video through a new partnership with startup Firework.
The grocery giant, which also owns Safeway and Jewel-Osco, will use the platform to create and curate TikTok-like short-form and livestream videos that will be hosted across Albertsons brand websites and apps. The partnership is the latest step in a digital transformation for Albertsons that has also included a subscription service and testing delivery robots.
A growing number of retailers, including Nordstrom
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