Albertsons is adopting buyable video content


Albertsons Companies, the third largest grocer in the United States, is moving into contextual trading. In a joint press release with the “shopper tainment” platform Firework, the grocer announced on Wednesday (September 22nd) that it was publishing videos for shopping and live streams.

Initially, the partnership will include “short video content and cooking experiences” followed by an expansion in 2022. The partnership will also create additional advertising sales opportunities for the grocer, with the platform enabling Albertsons to sell in-video advertising to brands.

“This partnership is an important step in the digital transformation of Albertsons Companies to redefine customer loyalty in the grocery retail sector,” said Chris Rupp, chief customer and digital officer at Albertsons Companies, in a statement. “It’s not just about creating new ways to present our products. It’s about bringing joy and inspiration to digital shopping in order to make online experiences as entertaining as discovering new products in our stores. “

The context

Albertsons is nowhere near the first grocer to get into shopping-ready video content. The leader in this space was Walmart, which offers several commerce-integrated video series with high profile celebrity collaborations, including its culinary “Cookshop” videos, its family-oriented Make it with Walmart interactive shopping activities (and “Snacktivities”) and its augmented reality (AR) integrations in business. Earlier this month, the retailer partnered with media giant Meredith Corporation to create buyable ads that allow consumers who interact with the media company’s content to add ingredients right into their Walmart electric carts.

In addition, many retailers, including Walmart, have moved beyond the grocery category to shop live streaming. Amazon, Nordstrom, Abercrombie & Fitch, Sephora, and Clinique are among the brands and retailers that have entered the rapidly evolving market.

Similar news: Walmart partners with Meredith for AI-informed contextual grocery retailing

Shop streaming is on the rise in the US, but continues to target female shoppers

With the numbers

In fact, the data shows that live commerce is on the rise. Coresight Research predicts the U.S. livestream shopping market will grow to $ 11 billion in 2021, up from $ 6 billion last year. To take a look into the future, according to a McKinsey analysis, the live stream shopping market in China, which was the leader in live commerce, grew 280% from 2017 to 2020, reaching around $ 171 billion in 2020. $ 423 billion by 2022.

In addition, the PYMNTS study The Bring-It-to-Me Economy, conducted in collaboration with Carat by Fiserv and surveyed over 5,200 US consumers, found that well over half (57%) now have groceries online ordered, with 46% of all consumers doing so more often than before the pandemic.


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Continue reading: New Study: Bring-It-to-Me Economy Rises as Consumers Adopt a Home-Oriented Lifestyle

What experts say

Cooking content as featured in this partnership is particularly purchasable, with the necessary ingredient purchases accompanying each recipe making the format a natural addition.

“Recipe content has always been incredibly easy to buy,” said Jason Young, president of the digital shopper marketing platform Chicory, in an interview with PYMNTS. “What happens is that we’ve now got all the lines connected so you can go very directly from content like recipes to transactional moments. But if you look at recipes historically, they have always been a point of inspiration, a starting point for the grocery shopping process. “

In addition, live stream commerce enables retailers to create an emotional connection and increase sales.

“Whether you are Peter Frampton or Paul McCartney or Garth Brooks or Matthew McConaughey or if you are the Hungry Monkey Baking Company in Illinois, what you are trying to offer – whether for your fans or your customers – is the same thing,” said TalkShopLive founder and CEO Bryan Moore to PYMNTS, “You say, ‘Come in and have an experience. Let me tell you the story behind my product.” And this is exactly where we see the sales offensive and sales conversion. “

See also: Soon all content will be purchasable, says the contextual trading platform Chicory

TalkShopLive is a “digital high street” of livestream store fronts



Above:Eighty percent of consumers are interested in non-traditional checkout options like self-service, but only 35 percent have been able to use them for their recent purchases. Today’s Self-Service Shopping Journey, a collaboration between PYMNTS and Toshiba, analyzed over 2,500 responses to learn how merchants can address availability and perception issues to meet demand for self-service kiosks.


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