Cabela's 2009 Annual Report Download - page 16

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The following chart sets forth the percentage of revenue contributed by our major product categories for our
Retail and Direct businesses and in total for the last three years.
Retail Direct Total
2009 2008 2007 2009 2008 2007 2009 2008 2007
Hunting Equipment 45.3%39.9% 38.7%35.2%28.7%26.6%41.1%35.1%32.6%
Fishing and Marine 14.5 15.9 15.6 12.1 12.9 12.3 13.5 14.6 14.0
Camping 8.5 9.3 12.9 10.2 12.5 15.4 9.2 10.614.1
Clothing and Footwear 22.9 24.9 27.0 33.4 36.6 36.3 27.3 30.0 31.7
Gifts and Furnishings 8.8 10.0 5.8 9.19.3 9.4 8.9 9.7 7.6
Total 100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%100.0%
Hunting equipment. We provide equipment, accessories, and consumable supplies for almost every type
of hunting and sport shooting. Our hunting products are supported by services such as gun bore sighting, scope
mounting, and bow tuning to serve the complete needs of our customers.
Fishing and marine equipment. We provide products for fresh water fishing, fly-fishing, salt water fishing,
and ice-fishing. In addition, our fishing and marine equipment offering features a wide selection of electronics, boats
and accessories, canoes, kayaks, and other flotation accessories.
Camping gear and equipment. We provide a diverse selection of camping gear and equipment for various
experience levels of outdoor enthusiasts. This product category includes a full range of equipment and accessories
supporting all outdoor activities, including food preparation, outdoor cooking, travel, and outdoor living. In this
category we also include all-terrain vehicles, as well as accessories for automobiles and all-terrain vehicles.
Clothing and footwear. Our clothing and footwear merchandise includes fieldwear and sportswear apparel
and technical gear for the active outdoor enthusiast, as well as apparel and footwear for the casual customer.
Gifts and home furnishings. Our gifts merchandise includes games, food assortments, books, jewelry, and
art with outdoor themes. Home furnishings merchandise includes furnishings and accents with outdoor themes for
the home and cabin, as well as restoration products. Our home restoration products include unusual and hard-to-find
antique furniture and vintage home restoration supplies.
Cabela’s branded products. In addition to national brands, we offer our exclusive Cabela’s branded
merchandise. We have a significant penetration of Cabela’s branded merchandise in casual apparel and footwear as
well as in selected hard goods categories such as camping, fishing, and optics. Where possible, we seek to protect
our Cabela’s branded products by applying for trademark or patent protection for these products. Our Cabela’s
branded products typically generate higher gross profit margins compared to our other branded products. In 2009,
our Cabela’s branded merchandise accounted for approximately one-third of our merchandise revenue. By having an
appropriate mix of Cabela’s branded and other branded merchandise, we strive to meet the expectations and needs of
our customers and expand the recognition of the Cabela’s brand.
Marketing
We seek to increase the amount each customer spends on our merchandise through enhanced customer
targeting, continued introduction of new catalog titles, and the development and marketing of new products. We have
taken advantage of web-based technologies such as targeted promotional e-mails, on-line shopping engines, and
Internet affiliate programs to increase sales. We also are improving our customer relationship management system,
which we expect will allow us to better manage our customer relationships and more effectively tailor our marketing
programs. We will continue to use our expanding Retail business to capture additional customer purchase history
and information.