How The Fresh Market Achieved 18.7x Engagement Rates with Shoppable Livestreaming

Firework has been working with specialty food retailer The Fresh Market since 2021, and the two partners have continually collaborated on new ways to place the Fresh Market at the forefront of customer centricity through shoppable and livestream video

As the retailer has further optimized its video and livestream experiences, integrating video into every touchpoint of the customer journey, engagement rates, watch time, impressions, conversions, and other key metrics have skyrocketed.

1. More-than-doubling conversion rates with Firework shoppable video

Short-form video was the first step in The Fresh Market’s engagement journey, aiming to bring the warm, fun experience of its in-store shopping to its owned digital properties. After embedding Firework short videos on its website, the retailer saw a massive uplift, increasing engagement rates for videos by 113% and session time by 115%. The fully shoppable videos allowed viewers to engage with products and, with a single click, be redirected to the e-commerce site where they can make a purchase.

2. Launching moment-specific livestreams to amplify interest and sales

During the Thanksgiving livestream, hosted by celebrity chef Anna Rossi, viewers could shop within the live and on-demand video modules, adding items to cart as chef Anna Rossi introduced them, and even purchasing an entire, ready-made meal kit, including all the necessary ingredients for Chef Rossi’s entire Thanksgiving feast. The livestream attracted more than 7,000 live viewers and more than 700,000 replays, The Fresh Market notched engagement rates at 18.7x industry averages, as well as 6.7x higher click-through rates.