Technology

Fresh Market hits benchmark in video-driven digital transformation

August 15, 2022

Specialty grocer The Fresh Market is celebrating 365 days of total watch time for its livestream and short-form shoppable video content created with Firework.

Since implementing Firework's video-driven customer experience platform, The Fresh Market has seen rapid, double-digit growth across a variety of key performance indicators, including:

• 97% conversion rate for Firework videos on TheFreshMarket.com versus site-wide average since launch.
• 47% click-through rate for dedicated Firework emails versus overall email click-through rate pre-launch.
• Double-digit increase in click-through rate and ad recall on Facebook posts featuring Firework video versus those without.

"A differentiated customer experience has been integral to The Fresh Market's identity since our founding," Kevin Miller, chief marketing officer at The Fresh Market, said in a press release.

"With Firework, we've finally been able to replicate those premium customer experiences in the digital sphere — and based on the response from our customers, it has been a resounding success. What we've been able to accomplish with Firework in such a short period of time has been nothing short of transformative."

The Fresh Market selected Firework for its digital transformation initiative in Q4 2021, with the goal of extending brand reach and appeal to next-generation consumers.

The supermarket chain hosted a successful livestream sales event which showcased its Palm Beach Gardens, Florida location and outperformed industry averages in a variety of key performance indicators — including an 8 times increase in live engagement rates, and 3 times increase in product click-thru rates. The fully-managed, Firework livestream — hosted on The Fresh Market's owned and operated web property — attracted 4.8 times more viewers than the event's social media simulcast.

The Fresh Market operates 160 stores in 22 states across the U.S.