By Russell Redman
Source: Supermarket News

Albertsons Cos. has partnered with immersive video specialist Firework to enable “shoppable,” TikTok-like video content across its online retail properties.

Plans call for Albertsons to use Firework’s “shoppertainment” platform to begin deploying short videos and cooking experiences on the websites of its more than 20 supermarket banners, with expanded offerings and content rolling out in 2022, Redwood City, Calif.-based Firework said Wednesday. The technology is designed to bring online shoppers a community-oriented experience via shoppable short-form and livestream video.

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