From January through September, Cabela’s increased its web traffic by 29% as hunters and outdoor enthusiasts became even more comfortable with placing orders online at Cabelas.com, the company says.
To keep traffic and web sales growing, though, the specialty retailer of hunting, fishing, camping and related outdoor merchandise is planning a number of e-commerce technology upgrades, says director of Internet operations Tom Rosdail.
For instance, Cabela’s will make several improvements to site navigation and product display. Specifically, the retailer is looking to add zoom technology and product views that shoppers can see in three dimensions.
Cabela’s also will be doing more work with A/B testing, external search and affiliate marketing to improve sales, conversion rates and multi-channel marketing. “The industry has set some pretty high benchmarks in the multi-channel arena,” Rosdail says. “We need to leverage our brand awareness and facilitate a truly seamless customer experience whether our customer chooses our retail, catalog or online channel.”
Cabela’s, No. 41 in the Internet Retailer Top 400 Guide to Retail Web Sites, is also looking at adding alternative marketing strategies in 2006, including a blog. “We will take a deep dive into evaluating blogging,” Rosdail says. “We have a loyal customer base that loves to talk about our products and their experience with it.” Cabela’s carries an online inventory of about 171,000 SKUs.
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