The Fresh Market is diving deeper to enhance the gourmet experience through its e-commerce platforms using shoppable content. The grocer began streaming shoppable video content by highlighting and linking to women-owned brands. The grocer is partnering with Firework, a live content firm, to produce more live shoppable content, gather consumer data, and boost online engagement. Live content is also a way for grocers to introduce and make customers familiar with their products, workers and store layout.
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