Cabela's 2011 Annual Report Download - page 6
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develop exclusive offerings, build promotional products,
gain access to their innovation streams, and better
plan the business. And fi nally, we committed ourselves
to further expanding Cabela’s branded products.
Signifi cant work has been done to streamline the
development process for Cabela’s branded products,
allowing us to bring innovative products to our
customers even faster.
Our efforts in supply chain have also paid dividends.
Throughout the year, we struck a better balance with
our sourcing structure and increased production
from duty-free sources. Additionally, we consolidated
sourcing of raw materials, signifi cantly improving our
landed cost of certain products. We continue to invest
in our Hong Kong offi ce, upgrading our strengths by
hiring additional people with experience in both hard
goods and soft goods manufacturing to more proactively
manage our overseas manufacturers. We now have
more experts in the factories, which has helped improve
product delivery as well as strengthen relationships
with overseas vendors by helping them solve problems,
which is more profi table for everyone.
On top of already great results, we continue to make
improvements in retail operations. As you know, a
vital link with our customers is the knowledgeable
Outfi tters in each one of our retail stores, as well as
our customer service employees in our call centers.
I already discussed our increase in Outfi tter training
allowing our Outfi tters to better understand their job
and the technologies of the products we sell so that
they can truly be expert advocates as they interact
with our customers. Additionally, we have signifi cantly
upgraded communication capabilities with our frontline
Outfi tters so they are aware of our vision, how we
are doing, where we are going, and what is important
from a value standpoint. The most important part of
an Outfi tter’s job is interacting with customers. So last
year, we invested in a task management system to
help fi lter tasks so Outfi tters are not overburdened,
allowing them to spend more time helping customers.
Investments in frontline Outfi tters will continue to be
a focus, and the results from our Voice of the Customer
survey confi rm that these efforts continue to pay dividends.
In closing, 2011 was a solid year for our Company
and positions us for accelerated growth in the coming
years. Our focus on diversity and inclusion, people and
culture, combined with a deep belief that continuous
improvement builds a foundation for growth and
subsequent profi t expansion, lies at the core of our
strategy for the future. While pleased with our progress,
we are never satisfi ed with the status quo as we reach
for a future of real promise for Cabela’s.
All my best,
Tommy Millner
President and Chief Executive Offi cer