Cabela's 2012 Annual Report Download - page 6
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better prioritize value-add and strategic IT projects to
improve operations across the enterprise.
ur store-to-door project is expected to be
implemented before the end of 2013 and will provide
visibility to our entire inventory
assortment regardless of whether it is in a distribution
center or one of our retail stores. Outfi tters in our retail
locations will apply the use of mobile tablet devices to
further enhance the customer experience. These
enhancements, along with our unrelenting drive to
improve every aspect of our business will allow us to
further build on our strong foundation.
And fi nally, we will focus on further improving our
marketing effectiveness across our omni-channel
model. Our work here will center on optimizing
the alignment of our Cabela’s brand message,
merchandising strategy, and marketing approach to our
customers. With dramatic changes in technology and
mobile devices, marketing channels do not always align
with our customers’ preferred shopping channel. Our
customers routinely interact with one or more of our
marketing channels, such as our catalogs, Cabelas.com,
our mobile site, or retail fl iers, then make purchases
through a sales channel that suits their lifestyle, such as
through our retail stores, Cabelas.com, our mobile site,
or a call center.
This initiative will be built on the emotional connection
with our customers established through our new
fi rst building block, we are taking an omni-channel
focus in our marketing to drive consistent messages,
imagery, voice, and cadence in our marketing activities.
Simultaneously, we’re transforming our legacy
catalog marketing approach to dramatically increase
our prowess in digital marketing. This increased
prowess will come through traditional .com platforms,
as well as increased mobile and social interaction
capabilities. Through this journey, we are optimizing
our strategy, internal processes, and marketing spend
across print and digital media to match the way our
customers want to interact and shop with us. Through
the implementation of our omni-channel strategy, we
will utilize multiple media channels to connect with
our customers, providing a stimulating interactive
experience with many of our new products. We will
utilize new and existing digital marketing platforms to
support our Retail business. Using social, mobile, and
email media to engage our customers for new store
openings, holiday events, and events specifi c to their
geographic location will enable us to customize each
and every customer’s experience with Cabela’s.
Now it’s on to a future of boundless opportunity.
All my best,
Tommy Millner
President and Chief Executive Offi cer
The first
phase of o
our utfitters with
,
Cabela’s brand platform “It’s In Your Nature™”. As the
O