By Thomas J. Ryan

At this week’s NRF Big Show 2017, Ryan Watchorn, chief marketing officer and chief strategy officer at Cabela’s, said his company’s success has been driven not by selling stuff, but by its purpose “to inspire and strengthen the bond between [customers] and the outdoors.” He further added that selling outdoor apparel and gear “is who we are, not what we do.”

Watchorn was speaking at a session entitled “Brand Devotion Index – Three Characteristics of the Most Loved Brands” that introduced the session’s sponsor Kurt Salmon’s Brand Devotion Index (BDI).

Based on multiple studies of more than 7,000 consumers across more than 30 leading brands and seven segments, Kurt Salmon identified three distinct attributes that reflect consumers’ devotion to a brand:

  • To be authentic: The brand has to be distinctive with a strong position on what it stands for.
  • To be personal: Well beyond monogramming or personalizing products, the brand makes the consumer feel like the brand was made just for her or him.
  • To be tribal: Consumers want to be with other people who feel the same devotion to the brand and what it represents.

Watchorn said being authentic, personal and tribal is a challenge because the outdoor experience “means different things to different folks” and it’s hard to relate through only words. The retailer’s brand platform, “It’s In Your Nature,” addresses that by focusing on the common appreciation for the outdoors. Said Watchorn, “We created an anthem for all to see and our goal was to personally articulate what we stand for.”

The “It’s In Your Nature” mantra, used widely in its commercials, is backed by two strategies: Focus on the Core and Foremost Advantage. Focus on the Core concentrates investments and resources to categories customers most identify with Cabela’s: hunting, fishing, camping and shooting sports. As part of its Vision 2020 initiative, extra investments are being made in product selection, availability and expertise around these categories.

In camping, for example, Cabela’s not only celebrates the awe of sleeping under “5 million stars,” but assures customers will be able to come to Cabela’s to “take the comforts of home with them while they camp.” In fishing, being seasonal and regionally relevant is particularly important. Said Watchorn, “This focus on the core perspective is what we stand for, what truly defines us, what makes us authentic.”

That Focus on the Core positioning is complemented by its Foremost Advantage defined by four areas: Expertise, Experience, Excellent Value and Exceptional Products.

Expertise involves having “world class outfitters,” or in-store staff, helping customers that often count on them to solve a technical problem that helps them partake in their next outdoor excursion. It also features local outdoor experts visiting stores as well as blogging on Cabela’s website highlighting their end-use knowledge and experience.

Excellent Value involves showcasing the quality and price value of key items backed by a lifetime guarantee. An example in sharing both messages marketing includes copy for a ripcord duffel bag that “takes all your crap and won’t leave you strapped.” A hunting jacket promises to enable wearer to be “a wolf in sheep’s clothing without getting fleeced.”

Experience includes providing rich, relevant experiences across channels as well as dedicated events for the best customers. Exceptional Products relates back to attention to core categories. The retailer’s goal, according to Watchorn, is to bring more consumers to the outdoors and the related Cabela’s experience to  lead to the ”customer talking about your core, and the customer talking about your advantages from a the very deep brand perspective.”

Kurt Salmon’s study found that nearly 60 percent of Cabela’s customers said they’re in touch with the retailer’s distinct personality. Even more impressive, nearly 65 percent of Cabela’s customers feel “It always has something for me” and that it “anticipates my wants and needs.”

At the session, Bruce Cohen, senior partner, North American practice director, Kurt Salmon U.S., said Cabela’s outperforms its competitors in all three metrics (authentic, personal, tribal) but stands out for being authentic and personal. He believes it’s because the focus is “from the inside,” with not only its knowledgeable in-store staffs but a fixation on the end-user by its marketing staff. Said Cohen, “When they come up with marketing materials or listen to their consumers, they’re doing with their heart and that’s an important lesson.”

Photo courtesy Cabela’s