The partnership between grocer The Fresh Market and live commerce and “shoppable” video platform Firework has produced double-digit growth across several key performance indicators, including a +97% conversion rate for Firework’s short-form videos at thefreshmarket.

The grocer says it has seen its average order value (AOV) increase by +23% since implementing the Firework platform in June 2019. The average ticket size at checkout has also increased by +14%. The number of orders per day has grown by +28%, while the number of new customers has increased by +20%.

Firework uses computer vision technology to track what shoppers are looking at in-store and then serves them video content if they appear interested in a particular item. If shoppers don't opt out of receiving video content, they will receive an email with links to shopping carts later if they're still interested in buying something they saw while browsing.

The Fresh Market worked with Firework to create two types of shoppable videos: short-form (30 seconds) and longer format (two minutes). Both types are displayed on digital screens throughout the store, as well as on social media channels such as Instagram Stories.