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Cabela’s enhances shopping experience via in-app purchasing, bar code scanning

August 3, 2011

The Cabela's iPhone app

Cabela’s new branded iPhone and Android apps enhance the shopping experience with in-app purchasing and the ability to scan items in store for more information. 

The multichannel outdoor gear retailer is working on an end-to-end mobile strategy that includes building an opt-in mobile database and creating campaigns around mobile. Developing apps is also one of the elements of this strategy.

“Cabela’s is leading the way for retailers by incorporating a barcode and QR code scanner into their own branded rich apps,” said Doug Wick, director of product marketing at Digby, Austin, TX.

“As more and more consumers begin to pull out their phones in the retail store to assist them with their buying decisions, having a branded rich app that keeps consumers inside the Cabela’s experience instead of them going to a third party app will provide shoppers with a more seamless, enjoyable shopping experience while giving retailers more control over that experience,” he said.

Getting personal
Cabela’s is a leading direct marketer of hunting, fishing, camping and related outdoor merchandise. It sends out numerous catalogs and has retail stores.

Digby helped Cabela’s to develop the apps as well as its mobile optimized Web site, which launched earlier this year.

“Cabela’s mobile optimized Web site has been very successful and validated that their customers are searching, browsing and buying Cabela’s products from their smartphones,” Mr. Wick said.

“Cabela’s looked at the devices most frequently connecting to their mobile optimized site and then decided to develop rich apps for those platforms to build a closer, more personal relationship with their most loyal customers,” he said.

The apps will complement the mobile Web site and help Cabela’s in its efforts to drive sales, enhance loyalty and gain insight on consumer buying behavior via mobile.

App users can scan an item’s in-store bar code or a QR code within the Cabela’s app to look at detailed product descriptions, view customer ratings and reviews and watch videos.

Users can also make in-app purchases.

Once consumers find a product they wish to purchase, they can click the “Add to Cart” icon and either continue shopping or proceed to checkout.

The shopping cart is accessible from each page in the Cabela’s iPhone and Android apps. When they are ready to make their purchase, consumers can choose to checkout as a guest or a registered user. 

The iPhone and Android apps support credit card, gift card and Cabela’s Club Rewards Card checkout.

Catalogs get QR codes
Other app features include the ability to search Cabela’s products by category or through the search bar, a store locator and access to Cabela’s Club loyalty program

The product list pages offer product images and names, pricing information and ratings and reviews.

Cabela’s will also begin using QR codes in its print catalogs so customers can scan special offers or select products using the app and immediately see the item or offer.

“By placing QR codes in their print catalogs, Cabela’s encourages loyal customers who haven’t already installed the app to do so to access special offers and enhanced product information,” Mr. Wick said.

Cabela’s previously launched an app called “Recon Hunt,” which is a navigation system that has features built specifically for hunters.

Last month, Cabela’s teamed up with Motricity to instantly send special offers and promotions to customers who opt-in (see story).

“Cabela’s new iPhone and Android apps are designed to provide their loyal customers with a more engaging shopping experience whether they are shopping from their smartphone while on the go, using it to enhance their shopping experience in the store or while browsing through a print catalog,” Mr. Wick said.

Final Take
Chantal Tode is associate editor on Mobile Commerce Daily, New York

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