Albertsons turns video into an e-commerce channel

One of the largest grocers in the U.S. is offering customers shoppable, short-form and livestream video.

Albertsons Companies Inc. is partnering with the Firework short-form video platform in a multi-fold initiative. In the current initial phase, Albertsons 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.

The Firework short video and livestream platform uses a decentralized approach that offers Albertsons autonomy and control over TikTok-like, immersive video-based experiences. It is designed to connect retailers, CPG companies, direct-to-consumer brands, publishers, and media buying agencies. Albertsons is the first U.S. grocer to utilize the Firework platform.

Albertsons is launching its video commerce initiative on the heels of three new digital offerings it rolled out in August 2021. These include FreshPass, an optional subscription service integrated into the new Albertsons apps. FreshPass offers unlimited free delivery on orders $30 or more; and in select markets, free two-hour grocery delivery and curbside pickup. 

In addition, the company debuted a new loyalty program called “Albertsons for U,” as well as new deals & delivery app that seamlessly integrates both the “Albertsons for U” loyalty program and the FreshPass subscription service. The deals & delivery app also offers an integrated in-store experience. Smart features include a digital wallet and app coupon integration, list builders, and a pay-from-app feature.

"This partnership is an important step in Albertsons Companies digital transformation journey to redefine customer engagement in the grocery retail space. 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," said Chris Rupp, chief customer and digital officer at Albertsons Companies.

"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," Rupp said.

"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," said Jason Holland, 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."

"The Firework platform gives brands the power to build a human connection with their audiences—within their own domain and on their own terms, using the most in-demand, modern and effective video formats," said Vincent Yang, co-founder and CEO of Firework. "Firework is redefining the future of video-first Web 3.0 with distributed, decentralized hosting, and is here to enable every business to reclaim ownership of its brand, its community and the opportunities therein."

Albertsons Companies operates grocery and drugstores across 34 states and the District of Columbia, with more than 20 banners including Albertsons, Safeway, Vons, Jewel-Osco, Shaw's, Acme, Tom Thumb, Randalls, United Supermarkets, Pavilions, Star Market, Haggen, Carrs, Kings Food Markets and Balducci's Food Lovers Market.