Cabelas Products and Services

Products and Services Offered

Products and Merchandising

The Company offers its customers a range of brand products, including its own Cabela's brand. Its product assortment includes merchandise and equipment for hunting, fishing, marine use, and camping, along with casual and outdoor apparel and footwear, optics, vehicle accessories, and gifts and home furnishings with an outdoor theme. It provides equipment, accessories, and consumable supplies for every type of hunting and sport shooting. Its hunting products are supported by in-house services, such as gun bore sighting, scope mounting, and bow tuning to serve the complete needs of its customers. Its clothing and footwear merchandise includes field wear and sportswear apparel and technical gear for the active outdoor enthusiast, as well as apparel and footwear for the casual customer. It provides products for fresh water fishing, fly-fishing, salt water fishing and ice-fishing. In addition, its fishing and marine equipment offering features a range of electronics, boats and accessories, canoes, kayaks, and other flotation accessories. It provides a range of camping gear and equipment. This product category includes a range of equipment and accessories supporting all outdoor activities, including food preparation, outdoor cooking, travel, and outdoor living. In this category it also includes all-terrain vehicles, as well as accessories for automobiles and all-terrain vehicles. Its gifts merchandise includes games, food assortments, books, jewelry, and art with outdoor themes. Its home furnishings merchandise includes furnishings and accents with outdoor themes for the home and cabin. In addition to national brands, it offers Cabela's branded merchandise. During 2011, its Cabela's branded merchandise accounted for approximately 30% of its merchandise revenue.

Retail Business

The Company's Customer service venues include in-store pick-up for Internet Website orders, Internet and store kiosks, and catalog order desks. Its in-store kiosks provide customers access to its entire inventory assortment, allowing customers to place orders for items, which stock in its retail stores or to purchase items available on its Internet site. Its in-store pick-up program allows customers to order products through its catalogs. Its retail stores introduce customers to its Internet and catalog channels. Its retail stores range in size from 44,000 to 246,000 square feet and its large-format retail stores are 150,000 square feet or larger. As of December 31, 2011, it owned 26 of its 34 retail stores.

Direct Business

The Company's Direct business uses catalogs and the Internet as marketing tools to generate sales orders through the Internet, telephone, and mail. During the year ended December 31, 2011, its Direct business generated revenue represented 38.2% of its total revenue from its Retail and Direct businesses. It is marketing its products through print catalog distributions to its customers. During 2011, it mailed more than 130 million catalogs to all 50 states and to more than 175 countries and territories. Its master catalogs offers a range of products while its specialty and micro-season catalogs offer products focused on one outdoor activity, such as fly fishing, archery, or waterfowl, or one product category, such as women's clothing.

The Company markets its products through Website and catalog circulation. In addition to order the same products available in its catalogs, its Website gives customers the review product information, purchase gift certificates, research general information on the outdoor lifestyle and outdoor activities, purchase rare and highly specialized merchandise, and choose from other services it provides.

Financial Services Business

Through the Company's wholly owned bank subsidiary, World's Foremost Bank (WFB), it issues and manages the Cabela's CLUB Visa credit card, a rewards based credit card program. Its rewards program is a loyalty program, which allows customers to earn points whenever and wherever they use their Cabela's CLUB Visa credit card and then redeem earned points for products and services