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MarketWatch reports that Albertsons announced that it is partnering with "shoppertainment" company Firework "to create shoppable livestreams and short videos."

According to the story, "Albertsons will use Firework for short video content and cooking shows during the first phase of the partnership and move on to additional content in 2022. Livestreams are popular in China and have gained traction in the U.S. during the pandemic, when people couldn't or were hesitant to head to stores."

Chris Rupp, chief customer and digital officer at Albertsons, said in a prepared statement that "this is about bringing delight and inspiration to digital shopping to make online experiences as fun as discovering new products in our stores."