Question of the Week: Cabela's Catalogs 'Gone Fishin'

By Melissa Campanelli

The biggest retail news from last week in my opinion was Cabela's CEO Thomas Millner stating in a conference call that the company would begin to phase out its paper catalogs.

According to RIS News, Millner said that late last year Cabela's began to "develop a multiyear approach to reverse the four-year downtrend in our direct segment and transform our 51-year-old legacy catalog business into an omnichannel enterprise supporting transformation for digital, e-commerce and mobile while optimizing the customer experience with our growing retail footprint."

So, what do you think about this move by Cabela's? And how do you feel about catalogs as a marketing tool in general? Have they outlived their usefulness or are they still an effective marketing vehicle? We're trying to get to the bottom of this issue via our new "Question of the Week" discussion on our Facebook page. We'd love to hear from you!

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Melissa Campanelli Author's page Melissa Campanelli is Editor-in-Chief of Total Retail. She is an industry veteran, having covered all aspects of retail, tech, digital, e-commerce, and marketing over the past 20 years. Melissa is also the co-founder of the Women in Retail Leadership Circle.

Question of the Week: Cabela's Catalogs ‘Gone Fishin’