Albertsons Teams With Livestreaming Startup for TikTok-Like Shoppable Videos

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 and Walmart, have begun to experiment with shoppable livestreams as a marketing tool, taking a cue from the enormous popularity the trend already enjoys in China. But Firework said Albertsons is the first grocer to join its client roster, which mostly spans ecommerce and fashion companies. "Albertsons is ahead of the curve in realizing that immersive, online video experiences that build connection and community don’t need to be relegated to the walled gardens of social networks," Firework president Jason Holland told Adweek. "Albertsons is building an online destination where customers can discover new ideas and products and purchase them seamlessly in an engaging, active community." The videos, which will start to roll out in October, will initially span short-form content like recipe demos, meal prep tips and advice on picking the ripest produce. The grocer will also take viewers behind the scenes of its stores to showcase storage and food preparation techniques, drawing inspiration from the content viewers already seek out on social platforms like Instagram and TikTok. An example of a cooking video in the Safeway app. The two companies plan to expand in 2022 with more personalization and locally tailored content. The rollout will ultimately encompass three stages. "This partnership is an important step in Albertsons Companies' digital transformation journey to redefine customer engagement in the grocery retail space," Chris Rupp, chief customer and digital officer at Albertsons, said in a statement. "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." Silicon Valley-based Firework has raised $119 million since it was founded in 2017 by Jerry Luk and Vincent Yang, and in August signed on former Verizon Media ad sales head Jeff Lucas as chief revenue officer. Clients include Muji, FashionValet, PGA Tours, Pillow Cube and Sneaker Freaker. The Met Gala Is (Sort of) Shoppable on Instagram This Year