Cabela’s Launches Web Store Powered by Fry

Ann Arbor-based Fry Inc., a subsidiary of Micros Systems Inc. (Nasdaq: MCRS), says Cabela’s, the largest mail-order, retail and internet outdoor outfitter in the world, has launched its new Web site on Fry’s Open Commerce Platform.

Fry built and designed the new on its robust e-commerce framework. The site’s new features include a creative redesign, an integrated kiosk, multi-site capability, a new store locator, in-page zoom and swatching, guided navigation, an enhanced My Account section and product comparison capabilities.

In addition, OCP’s content management system allows Cabela’s to target content to consumers, enhancing the online shopping experience.

“Fry’s OCP gives us the flexibility and robustness we need in order to grow our online business,” said Mark Thompson, Cabela’s senior director of e-commerce. “The new platform, along with the new creative design and customer experience features, combines to offer a world-class shopping experience to every customer.”

New features that personalize and simplify the user experience in the My Account section of the site include the ability to store credit card information in a secure manner and to connect a Cabela’s Club Rewards account with the online profile. 

The new site has also enhanced search capabilities and added guided navigation with attribute refinements. 

Shopping cart enhancements, such as the ability to e-mail a shopping cart and default in-store pick-up to the customer’s last-used store, and improved integration of alternative payment methods such as gift cards and Cabela’s Bucks, make the checkout process more seamless. 

Furthermore, the new site allows Cabela’s to communicate with customers using OCP’s Experience Manager to deliver targeted content and special offers with user-specific merchandising rules.

“Fry is extremely proud of the new Cabela’s site,” said Rudy Pataro, President of Fry. “We worked very closely with the Cabela’s team to design and develop a site that fits Cabela’s business needs and delivers a great shopping experience for the end user. We know Cabela’s customers will enjoy the experience the new site offers.”

Cabela’s Inc. (NYSE: CAB), headquartered in Sidney, Neb., is the world’s largest direct marketer of hunting, fishing, camping and related outdoor merchandise. Since the company’s founding in 1961, Cabela’s has grown to become one of the most well-known outdoor recreation brands in the world.

Fry provides both strategic expertise and technical systems for retailers such as Crate and Barrel, Eddie Bauer, Godiva Chocolatier, La-Z-Boy, Meijer, The Swiss Colony and Whirlpool. More at


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