Cabela's 2004 Annual Report Download - page 7
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brand, with roughly one-third of our selection carrying
the Cabela’s private-label brand. We have strong global
vendor relationships, and our quality-control department
assures customer satisfaction. Additionally, with
approximately 245,000 stock-keeping units, or SKUs, we
believe the depth and breadth of our product selection is
second to none.
Our primary differentiating factor is our devotion to
customer service. All our internal planning and
discussion centers around improving the customer
experience. We understand the customer is the reason
for our very existence. Customer service was our No. 1
priority long before it was a popular buzzword in the
industry. Need proof? In Cabela’s early years, our
founders, Jim and Dick Cabela, established a 100%
Satisfaction Guarantee that is still the backbone of our
customer service strategy.
In closing, I assure you that all of us at Cabela’s remain
committed to our vision. I would like to thank all of our
employees who make a difference every day. Though Jim
and Dick Cabela started this business 44 years ago, they
have always given credit to the Cabela’s family of
employees who, through their hard work and dedication,
are the key to our success.We believe the strength of the
Cabela’s brand, our superior product selection and our
devotion to customer service will allow us to continue to
increase our market share and solidify our position as the
World’s Foremost Outfitter.
Sincerely,
Dennis Highby
President and Chief Executive Officer
5
ANNUAL REPORT
“Our primary
differentiating factor
is our devotion to
customer service.
We understand the
customer is the
reason for our
very existence.”
“Our primary
differentiating factor
is our devotion to
customer service.
We understand the
customer is the
reason for our
very existence.”