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Cabela’s expands mobile strategy with mobile gift cards

Outdoor goods retailer Cabela’s is cementing its mobile strategy by partnering with digital gift card service Swagg.

Digital gift cards are the latest mobile initiative from Cabela’s, which includes applications, an optimized Web site and mobile coupons. Using Swagg, consumers can pay with their mobile devices.

“With social media increasing nationwide, we are continuing to enhance our mobile abilities on our Internet and other channels,” said Mindy Knight, merchant relations manager at Cabela’s, Sidney, NE.

“In the incentive industry, mobile solutions continue to be an ongoing work in progress,” she said.

Virtual swag
Cabela’s is the latest company – and first outdoor retailer – to use Swagg.

Swagg is available for both iPhone and Android devices and is a product of Firethorn Mobile.

With the app, users can add gift cards to pay via their mobile devices.

Consumers can also purchase and send virtual gift cards.

The launch of Cabela’s Swagg app has been rolled out at all of the retailer’s locations.

Swagg also lets retailers push promotions and rewards to consumers.

Cabela’s is only currently using the app to redeem and purchase gift cards but plans to tap into all of its features in the coming months.

Cabela’s iPhone app shows consumers the nearest locations

“For merchants, Swagg is a new distribution channel that drives incremental sales and increased in-store traffic through the rapidly expanding mobile environment,” said Chip Fishburne, vice president of mobile commerce services at Firethorn Holdings, Atlanta.

“Merchants are excited to team with Swagg due to the ease of implementation since there is no integration required and the pay-for-performance business model,” he said.

Mobile nature
Cabela’s is not a newbie to mobile.

The retailer has established a strong mobile presence with branded apps and an optimized-Web site that let consumers scan bar codes and purchase products.

Additionally, Cabela’s developed an opt-in mobile database to lead up to its 50th anniversary (see story).

By creating a full mobile strategy, Cabela’s is proving that mobile makes up a significant amount of both its consumers and sales.

For Cabela’s consumers who enjoy hiking, camping and fishing, a mobile phone is one of the only connections they have while outside, making the channel a perfect place to hammer marketing messages to.

“Requests to Cabela’, and inquiry searches via mobile devices has increased substantially year to year,” Ms. Knight said.

“Our digital gift card platform has increased immensely over the past year,” she said.

“Consumers want convenience and immediate results and mobile solutions in our programs satisfy both.”

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York