Cabela's 2004 Annual Report Download - page 10

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Redefining Growth And
Driving Sales
As an integral part of Cabela’s direct
retailing strategy, Cabela’s Internet presence
at www.cabelas.com provides customers
with detailed information and a huge
selection of products and services. The
website contains links to Cabela’s product
lines, as well as buyer’s guides, product
reviews and more. Our website was in the
top 1% of sport and fitness sites according
to Hitwise Incorporated.
Catalog sales continue to serve as the
foundation for Cabela’s success. Revenue in our direct
merchandising channel, including both catalog and
Internet sales, accounted for 66% of total merchandise
revenue. Direct revenue for the year increased 5.0% to
$970.6 million in fiscal 2004 compared to $924.3 million
in fiscal 2003. On a comparative 52-week basis, direct
revenue increased 6.6%.
Cabela’s remains the largest direct marketer in the
outdoor industry. In 2004, we shipped 8.1 million
packages and mailed more than 120 million catalogs with
76 separate titles. This catalog circulation strategy reduces
our need for high-cost traditional advertising such as TV,
radio and newspaper. Our catalogs drive customers to our
Internet site and destination retail stores.
8
CABELA’SNYSE:CAB
Direct
Direct
INTERNET AND CATALOG
As an integral part of
Cabela’s direct retailing
strategy, Cabela’s Internet
presence at www.cabelas.com
provides customers with
detailed information and
a huge selection of
products and services.
2004
$924
$868
Direct Revenue
$787
2003
2002
2001
$ Millions
$971
Catalog sales
continue to serve
as the foundation
for Cabela’s success.
CAGR 7.2%
As an integral part of
Cabela’s direct retailing
strategy, Cabela’s Internet
presence at www.cabelas.com
provides customers with
detailed information and
a huge selection of
products and services.
Catalog sales
continue to serve
as the foundation
for Cabela’s success.
As an integral part of
Cabela’s direct retailing
strategy, Cabela’s Internet
presence at www.cabelas.com
provides customers with
detailed information and
a huge selection of
products and services.
Catalog sales
continue to serve
as the foundation
for Cabela’s success.