Mark Thompson

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, which launched earlier this year through mobile commerce provider Digby.

With a website design that was over nine years old, Cabela's decided it was time for a change. The site had navigation limitations, as well as limited price and promotional price functionality. These limitations were making it difficult for Cabela's to adapt its business needs to its website, negatively influencing the overall customer experience.

Ann Arbor, Mich. -- Fry, Inc., a wholly owned subsidiary of Micros Systems, announced that Cabela’s has launched its newly designed website on Fry’s Open Commerce Platform. Fry built and designed the new cabelas.com on its e-commerce framework, Open Commerce PlatformTM (OCP). The site’s new features include a creative redesign, an integrated kiosk, multi-site capability, a new store locator, in-page zoom and swatching, guided navigation, an enhanced My Account section and product comparison capabilities. In addition, OCP’s content management system allows Cabela’s to target content to consumers, enhancing the online shopping experience. “Fry’s OCP gives us the flexibility and