Cabela's, an outfitter of hunting, fishing and outdoor gear, has announced the launch of its iPhone and Android rich app to complement its mobile-optimized website.

According to the company, Cabela's is taking a strategic approach to mobile and leveraging the impact and influence it has across all channels to drive customers to stores, generate sales, enhance loyalty and gain insight on consumer buying behavior. The company launched its mobile-optimized website earlier this year through mobile commerce provider Digby.

With Cabela's iPhone and Android apps, consumers can now use smartphones to help with their in-store purchase decisions through the apps' barcode and QR code scanning features. Consumers looking to read a more detailed product description, see customer-submitted ratings and reviews, or even view product or promotional videos, can scan the in-store item's barcode or QR code from within the Cabela's branded rich app. Similarly, Cabela's will begin shipping its popular print catalogs with QR codes so customers can scan special offers or select products while using the Cabela's iPhone or Android app to immediately see the item or offer and buy it directly from their smartphone in as little as 60 seconds.

"We are seeing more and more of our customers pull out their smartphones while in our retail stores to do research and become more educated about our products and services," said Mark Thompson, director of e-commerce of Cabela's. "Through the new Cabela's iPhone and Android rich app, we are creating a deeper and more engaging relationship with our customers, driving sales, increasing loyalty and learning ways to serve them better."

The iPhone and Android apps also include key features that enable consumers to easily and quickly search, browse and buy whether at home, on the go or in the retail store. Such features include rich product photographs, complete product descriptions, customer-submitted product ratings and reviews, shop by category including the "Bargain Cave," store locator, access to the Cabela's CLUB loyalty program and a complete site search.

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