January 11, 2011, 10:04 AM

Cabela’s fishes for mobile shoppers

The hunting, fishing and outdoor gear retailer answers the call of the smartphone. 

Lead Photo

The retailer's m-commerce site includes complete product descriptions, customer reviews, shop by category, shop by brand, store locator and site search.

Hunting, fishing and outdoor gear retailer Cabela’s Inc. has heard the call of the smartphone and has responded with a mobile commerce site that enables shoppers to browse, search and buy products from their mobile devices. Features of the new mobile site the merchant identifies as fundamental include high-quality product photographs, complete product descriptions, customer reviews, shop by category, shop by brand, store locator and site search.

The retailer, No. 35 in the Internet Retailer Top 500 Guide, points to three smartphone operating systems in particular that are key to the site: Apple Inc.’s iPhone, Research in Motion’s BlackBerry and Google Inc.’s Android. It says mobile commerce is a strategic channel that complements its e-commerce site, catalogs and 30 stores.

“We have a long history of providing our customers with great gear through our catalogs, retail stores and, since 1998, an e-commerce site,” says Derek Fortna, Internet marketing manager at Cabela’s, which celebrates its 50th anniversary this year. “We are very excited to expand into mobile so our loyal customers can now access our great products, services and information anytime, anywhere, from the palm of their hands.”

Cabela’s built the site using the Mobile Commerce Software Platform technology of Digby.

2010 saw an explosion in the number of retailers launching m-commerce sites and mobile apps. Many industry observers say having a site or app is increasingly important because by year’s end, according to research giant The Nielsen Co., half of all mobile phones in use will be smartphones, and smartphone users are heavy users of the mobile web and typically expect web experiences that are optimized for their devices.

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