Cabela's 2005 Annual Report Download - page 7
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Annual Report 2005 5
World's Foremost Outfitter
Growing the Brand
Underlying Cabela’s record revenues
and other successes in 2005 is our con-
tinued commitment to our customers
and, in turn, our customers’ loyalty to
the Cabela’s brand. Our marketing
research and customer surveys show
Cabela’s customers prefer to shop with
us, perceive real value in the products
and services we offer and are among
the most loyal in the industry. Cabela’s
is without question the premier
outdoor brand.
How do we earn such loyalty? By pro-
viding outstanding customer service
and focusing on our customer as the
number one reason for our success.
Since our founding in 1961, we have
stood by our 100% Satisfaction
Guarantee. That concept proved
ahead of its time and remains a key
component of our business model to
this day.
We also lead the industry in satisfying
customers whether they visit our
stores, browse our catalogs or shop
online. Additionally, we expect our
industry-leading product selection, our
expertise and product knowledge, and
our superior quality and value will
keep Cabela’s foremost in the industry
in coming years.
Although Cabela’s products and services
define our brand, we continue to build
brand recognition among our current
and potential customers by promoting
the outdoor lifestyle that Cabela’s has
come to represent. Our Cabela’s
Outfitter Journal magazine, Cabela’s
Outfitter Journal and Memories in the
Field television shows, industry partner-
ships and sponsorships of conservation
organizations are all efforts that resonate
with our customers. We constantly
reinforce our brand to our customers
and add value to their overall
experience with Cabela’s.