The Fresh Market Partners With Firework; Kevin Miller and Jason Holland Comment
SAN MATEO, CA - Fireworks are going off in more ways than one, as The Fresh Market recently announced the development of a key partnership. Aiming to continue optimizing The Fresh Market’s digital presence, transformation platform Firework will be rolling out its full suite of live commerce and short-form shoppable video capabilities.
“Providing a premium, differentiated customer shopping experience has been central to The Fresh Market brand since its inception,” said Kevin Miller, Chief Marketing Officer at The Fresh Market. “We’ve always focused on making the in-store experience special, something you look forward to returning to. With Firework, we’re able to closely replicate that same personalized, one-of-a-kind shopping experience of joy and anticipation in the digital space where next-generation consumers shop.”
The Fresh Market first tapped Firework for its digital transformation initiative in Q4 2021, with the goal of extending its reach to next-generation consumers and positioning itself for continued growth in the digital-first era, a press release explained.
The Firework platform has already proven successful for the retailer across several KPIs. Video engagement increased by five times, driven by organic discovery on The Fresh Market’s homepage and email outreach. The Fresh Market has also aggregated more than 12.9 million video engagements and over 220 days of watch time.
“Our partnership with The Fresh Market is a perfect example of how Firework enables brick-and-mortar brands to translate their in-store successes to the digital space,” said Jason Holland, Chief Business Officer at Firework. “It’s an excellent reminder that ‘digital-first’ doesn’t mean ‘digital-only.’ Firework helps deepen connections between the digital and physical, in which online engagement draws new customers to stores, and in-store events drive sales and engagement online through live-streaming. With Firework, we’ve proven that retailers can drive KPIs beyond any other digital consumer platform while still maintaining a single, unified customer experience that stays true to your brand and your values.”
With this explosive growth on the books, we can’t wait to see what the two partners achieve next.