• April 18, 2002
  • By David Myron, Editorial Director, CRM and Speech Technology magazines and SmartCustomerService.com

Cabela's Uses CRM Ammo From ATG

Since its implementation of Art Technology Group's (ATG) CRM solution, Cabela's Inc., an outfitter for hunting, fishing, and outdoor gear, says online revenue has grown significantly since the re-launch of Cabelas.com. With the ATG Consumer Commerce Suite as its foundation, Cabelas.com leverages Scenario Personalization to convert visitors to buyers, while providing self-service capabilities to reduce the costs associated with providing service to the company's growing customer base. "We're still walking, not yet running, but we noticed a significant improvement in our email list for our email newsletter," says Sam Sidner, Internet marketing manager at Cabelas. "By splitting the registration process and the email newsletter process, instead of requiring both at the same time, we've been able to grow email subscriber and registered users on the site. That's been tremendously powerful. It took us 15 months to grow our email list to the size we had last September. [Thanks to ATG], the size of our list has tripled in the past six months." Cabelas.com is now one of the fastest-growing channels of Cabela's business, offering more than 100,000 products to over half a million unique visitors each month, according to the company. "We needed a highly-scalable application that was able to provide online CRM capabilities to help us sell, market, and support our customers," said Tim Miller, director of Internet for Cabela's. Cabela's is focused on providing individual attention. "Customers expect expertise when they shop at Cabela's," said Tom Rosdail, manager of e-commerce for Cabela's. "This is one of the secrets of our growth and it's what keeps them coming back. ATG gives us the means to connect more regularly with our customers through personalized interactions that offer benefits such as product expertise to customers while stimulating purchases."
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