The Fresh Market launches shoppable digital magazine

The Fresh Market Inc. is introducing a digital-only magazine — complete with interactive shopping features.

The specialty grocer is evolving its magazine, previously available in print and online, to an exclusive, digital-only format. The new magazine is supported by vendor advertising and features a fully interactive shoppable experience. Customers can actively shop any product featured in the magazine via clickable buttons that take them directly to e-commerce collections for a seamless, “click and order” shopping experience, the company said.

The magazine is also connected to Fresh Market’s retail media network offering, which enables its partner CPG brands to run targeted digital and video ads for its customers.

Additional features of the Fresh Market’s digital magazine include:

• A larger format with more content, such as weekly meal planning tips, meal ideas from around the store, and a specialty eating section for diets such as paleo, keto and vegetarian.
• Shoppable videos embedded throughout each issue allow customers to watch content within the magazine, including new recipes, curator content, special finds, and how-to videos.
• A new navigable table of contents allows customers to flip directly to a page of interest.

• Elimination of printing and shipping provides an enhanced sustainability footprint.

“Our new digital-only shoppable magazine marks our largest and most immersive magazine experience ever, allowing our guests to make both every day and special occasions memorable through a wide variety of recipes, meal solutions, and fresh deals,” said Kevin Miller, chief marketing officer for The Fresh Market. “The Magazine will also continue to feature special savings on high-quality products at a great value from our vendor partners that our guests love.”

The Fresh Market combines live shopping, ad targeting

The Fresh Market also recently began enabling CPG companies to run ads during its shoppable live videos. The specialty grocer is expanding an existing partnership with video commerce platform Firework to launch what it calls a shoppable video-live commerce (SVLC) retail media network. 

The Fresh Market is enabling its partner CPG brands to run targeted video ads as sponsors across its ongoing series of shoppable livestream videos, which feature offerings such as holiday meal prep tutorials and chef-developed recipes. 

Based in Greensboro, N.C., The Fresh Market currently operates 160 stores in 22 states across the U.S.