Successful Online Retail Test

The Beef Checkoff Program provided materials and web content to Amazon, one of the world’s largest online retailers, to refresh its Beef Category Page as part of the enhanced Amazon Fresh Prime program. During Q4 of 2016, Amazon utilized the checkoff’s investment in consumer videos, recipes and photography in a test to motivate more online steak, roast and rib sales. Overall, in Q4 of 2016, there was a 16 percent increase in beef units sold due to the checkoff’s content and placement. A key objective was to better understand the types of content shoppers use to help inform their purchase decisions, so a combination of a seasonal message banner, education about meat cuts and meal inspiration via recipe videos were tested. This is a key insight that helps address the challenges of selling beef online, where the consumer can’t see or touch the package, and something to continue to test in the future with additional digital supply chain partners.