CEO Today Global Awards 2024 - USA - Jason, can you explain the work at Firework and how using video and technology can help build a relationship between the brand and the consumer? Firework is the world’s only full funnel video commerce infrastructure directly supporting the owned digital assets of brands, retailers, and publishers. “Full funnel” refers to a complete product suite with modules intended to engage consumers across their purchase journey and through conversion (the purchase of a product or service). For instance, a retailer’s website or app consists of different sections driving varied exposure to products; each section representing a distinct exposure for the customer. Breaking it down by section: • The Digital Homepage is a mirror to the brick-andmortar store-front, often the location where a sales associate greets the customer, asks them if they can help or direct them, and should be capable of engaging in a meaningful product dialogue. This would be where Firework’s 1:1 Video Clienteling solution is most powerful. A digital sales associate can directly video chat with the consumer in real time, accessing their device via screen-share, navigating product categories, specific brands, and product details. There is a treasure trove of customer data which can also be collected using this module. • The Category Page is a section of the overall store. In a brick-and-mortar grocery capacity, this would be similar to entering the deli or floral department or a specific aisle. In a department store, it’s similar to taking the escalator to the 3rd floor then making a left hand turn to browse women’s athletic apparel. Here, the customer is met with a range of brands and options, so inspiration and the visual display is critical. The Firework Digital Showroom was built to support this portion of the journey. A brand or retailer can pre-record or broadcast live demos at 3pm every day, then the assets live forever on the site. Key here is personalization, so Firework developed an AI-based technology which allows the consumer to engage the video’s moderator or sales associate in real time, asking questions and getting answers, even months after the video was broadcast live. • The Product Description Page (PDP) is similar to a clothing rack or shelf, where the product itself resides in a store. Here, a consumer is engaging directly with the product, so it’s important to have details available in real time - fits for different body types, treats a specific condition like dry or damaged hair, etc, then showing the customer the results or a final fitting. Firework’s Interactive Video product is a direct support for this digital asset. This is where a brand can place all their short, shoppable videos (think TikTok, but on the actual company website or in their app, engaging them when purchase intent is highest). Directly from the video, a consumer can toggle sizes, colors, add to the cart, or make a purchase. The keys are in making this experience fun, inspirational, and the purchase frictionless. Firework’s AVA has been the company’s most exciting project and was released in January 2024. AVA is a digital AI human, built to look, sound, and engage any customer exactly as if a shopper was browsing the store with their best friend, except AVA is programmed with every piece of information that exists within the company’s back-end: Product details, comparisons, prices, consumer market knowledge, loyalty cohort data, etc. AVA is the future of online shopping, which also has applications in-store, as apps are equipped with QR codes you can scan when you enter the physical store, so that AVA walks with you as you shop and answers any question you have about any item you see, touch, or wish to purchase. Video technology itself is the foundation which underpins the entire future experience between brands, products, service providers, and their customers. Site, sound, motion, instantaneous information access in an all-encompassing resource, connection, and personalization that’s customer-specific across every consumer touchpoint, wherever they consume content or shop (as these historically bifurcated ecosystems also merge) are critical to any business seeking to win over consumers, create together, gain share of wallet, and enrich loyalty by of way inspired affinity which isn’t easily degraded. Firework is leading the video commerce sector by taking these principles and co-creating with companies, understanding their vision by deploying the best in Client Leadership principles, customer trends, and lifetime value; all paramount in contributing to the $150M Firework raised in 2022, the passion shared by each employee every day, and the driver behind my own investments into the company’s cap table. - 3 -
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