Cabela's Hooks Internet Customers With Best Online Experience: Cisco Study

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Outdoor outfitter Cabela's was judged the best Internet retailer in a new Cisco Systems study, providing a strong online look, feel and brand image consistent with store and catalog experiences.

The Sidney, NE-based retailer also performed well in back-office processes such as shipping and returns processing. Also, customers traveling to Cabela's stores can log on to www.cabelas.com and find the GPS coordinates and the best places to park their RV.

The Cisco study reveals new trends in online shopping sites, rewarding retailers like Cabela's, Amazon.com Inc. and The Home Depot Inc. with high marks.

Cisco found that leading retailers cited the customer experience as the next competitive battleground, illustrating how a compelling online customer experience drives sales to and through a store via improved channel integration.

The study was conducted by Cisco's Internet Business Solutions Group, San Jose, CA, and benchmarked 20 major U.S. retail sites. It analyzed the buyer's experience throughout the entire shopping lifecycle.

Also covered in the study were the top 10 U.S. online retailers and several of the nation's leading big-box and discount retailers, including Wal-Mart Stores Inc., Sears and Best Buy Co. The assessment focused on five major categories of Web capabilities: ease of use, personalization, content, transaction and interaction.

Cabela's attracts and retains customers through its focus on hunting and fishing information, with seamless links to state fish and game Web sites, regulations and destination details.

Amazon.com led the way in the foundational and emerging capability aspects, according to the Cisco study.

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