Branding: The Integrated Shopper

Cabela's
Cabela's targets a different kind of outdoor enthusiast. It focuses on hunting, fishing and outdoor gear. It also claims to be the world's foremost outfitter, and when you browse its catalog and website and walk into one of its stores, you can see why. Cabela's has more products, more choices, more categories … more of everything. It's a bit overwhelming. Selection is a good thing, but I actually got lost on its website and in its store. Not good.