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“Omnichannel” – a term that resonates throughout the world of commerce, yet many brands grapple with harnessing its power effectively within the food and beverage and grocery industry. A remarkable 73% of customers traverse multiple channels during their purchasing journey, highlighting the importance of establishing a seamless omnichannel experience across various platforms.

However, orchestrating such a synchronized strategy entails substantial coordination and content creation, posing challenges in crafting captivating content for every channel. So, how can food and beverage brands and grocery stores elevate the live shopping experience for their customers while maximizing the impact of their content? The answer remains constant: Video.

The Omnichannel Experience in the Food, Beverage and Grocery Industry

Imagine a customer scrolling through their social feed, stumbling upon a delectable food product or a grocery offer, sparking their interest to explore further or make an enticing purchase online or in-store. This scenario epitomizes the essence of omnichannel marketing within the food and beverage and grocery industry.

The omnichannel food, beverage and grocery experience adopt a holistic approach, leveraging multiple channels to engage with the target audience where they spend their time. It transcends a single channel, ensuring that products and grocery deals remain visible and accessible to customers across a myriad of platforms throughout their entire shopping journey.

Omnichannel vs. Multichannel: A Crucial Distinction

It’s vital to differentiate between multichannel and omnichannel experiences, as these terms are often used interchangeably but hold distinct meanings. Multichannel involves establishing a presence across many platforms, while omnichannel entails maintaining a consistent brand message across all channels.

The distinct advantage of omnichannel over multichannel is that regardless of the customer’s chosen platform for their food and beverage or grocery shopping experience, your brand will always be there, offering a unified message and shopping experience.

Video’s Pivotal Role in Elevating the Omnichannel

Optimizing for Search Engines

Video’s role is crucial in optimizing content for search engines, particularly within the food and beverage and grocery industry. Astonishingly, videos feature in 62% of Google’s global searches, underscoring that video content is no longer an option but a critical component of the omnichannel strategy.

Moreover, it’s essential to recognize that search engines extend beyond Google today. Video-only platforms such as YouTube and TikTok have emerged as popular search engines in their own right. Younger generations frequently turn to short-form videos to find answers to their food and grocery-related queries. By neglecting video, brands risk overlooking entire platforms and a burgeoning population of video-first searchers.

Enhancing Conversions

Numerous studies emphasize the conversion benefits of incorporating video into the omnichannel experience for food and beverage and grocery brands:

  • Companies employing video enjoy a 27% higher click-through rate compared to those that don’t. (Aberdeen Group)
  • They also experience a 34% higher web conversion rate. (Aberdeen Group)
  • On social media, video surpasses photos in organic reach, boasting 135% higher reach. (HubSpot)
  • Impressively, 46% of consumers take action after watching a branded social media video. (HubSpot Research)

Enriching the Online Shopping Experience

In the realm of food, beverage and groceries, context is paramount. While detailed product descriptions and images hold significance, videos offer a superior means of conveying the value of products and grocery deals. While product descriptions are valuable, few customers read them meticulously. Many base their food and grocery purchases on what they see in product videos and reviews.

Videos excel in capturing viewers’ attention and providing a clearer and more contextual understanding of food, beverage, and grocery products. Consequently, customers who make purchases online possess a comprehensive understanding of the products they receive, leading to greater satisfaction.

Elevating the Phygital Experience

Surprisingly, many food and beverage and grocery customers engage in some form of a phygital shopping experience, melding digital brand content with in-person shopping. By integrating video into your omnichannel experience strategy, you offer in-person shoppers high-quality video content that enhances their overall food and grocery shopping experience. Consider experimenting with diverse video styles, such as in-store QR codes and livestreaming, to reach a broader online audience.

A prime example of the phygital experience’s success is seen in collaborations like Beekman 1802’s partnership with Firework and Live Rocket. By combining in-person shopping with a shoppable digital livestream, remarkable results, including increased sales and engagement rates, can be achieved.

Integrating Video Seamlessly

To successfully integrate video into your food and beverage and grocery brand’s omnichannel strategy, consider the following approaches:

Captivating Customers with Video

 Use video to capture the attention of potential food and grocery customers. Videos encapsulate your brand’s essence better than any other content format, making them ideal for introducing your brand, showcasing authenticity, providing information, demonstrating products, and guiding customers on their food and grocery journey.

Incorporating Video Across the Funnel

 Understand where video fits within your food and beverage and grocery marketing strategy and determine which stages of the customer journey respond best to various video formats. Collect first-party data by hosting videos on your own website to gain insights into customer viewership. Then tailor video content accordingly:

  • Top-funnel: Short-form video
  • Mid-funnel: Influencer livestreams
  • Bottom-funnel: Product tutorials

Emphasizing Product Value

 Food and grocery customers often seek education and value when exploring products. Videos offer a unique opportunity to educate customers about the value of food, beverage, and grocery products in the format they prefer. Consider creating tutorials, Q&A sessions, and influencer videos.

Providing Engagement Opportunities

Ensure that your videos facilitate ongoing engagement. Interactive videos enable viewers to seamlessly interact with your brand, offering links to purchase, learn more, or explore additional videos.


The modern food and grocery shopper values authenticity in their shopping experience. Personalized video content can make shoppers feel special. Utilize first-party customer data to serve tailored content to different audiences based on their viewership data and personalize calls to action based on the ways they’ve interacted with your video content.

Video Commerce for Food, Beverage and Grocery Channels with Firework

Firework is a video commerce platform that helps food and beverage brands and grocery stores create and deliver engaging video content. Firework’s platform also offers a variety of features to help food and beverage brands and grocery stores personalize video content, measure the impact of their video campaigns, and drive sales.

Kroger, a leading grocery giant, harnessed the power of Firework to host a live shopping event featuring renowned food and beverage influencers. These influencers showcased new products and interacted with viewers by answering their queries. The outcome was nothing short of spectacular, with the event amassing over 1 million views and generating a remarkable $500,000 in sales.

PepsiCo, a global food and beverage titan, leveraged Firework to craft a personalized video experience tailored to their customers’ preferences. Customers were empowered to create their virtual food and beverage profiles, receiving personalized video recommendations for products and delectable recipes. This ingenious approach led to a substantial 15% surge in the number of customers making purchases after watching these personalized video recommendations.

Firework stands as a potent tool, poised to empower food, beverage brands and grocery stores in creating and delivering captivating video content that not only drives sales but also elevates the omnichannel customer experience. If you’re aspiring to elevate your food and beverage or grocery brand’s omnichannel experience to new heights, Firework emerges as the ultimate solution for your needs.

Start your journey and book a demo with Firework now!

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