Cabela's is leaving something behind as it begins its journey to become a truly omnichannel retailer: its paper catalogs. The retailer's initial steps will focus on a print-to-digital transformation, tests of targeted shipping offers, and new mobile and digital efforts for the holiday season, according to CEO Thomas Millner. "Late last year, we began to develop a multiyear approach to reverse the four-year downtrend in our direct segment and transform our 51-year-old legacy catalog business into an omnichannel enterprise supporting transformation for digital, e-commerce and mobile while optimizing the customer experience with our growing retail footprint."
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