Case Study: Cabela's achieves higher conversions and profitable multi-channel insights with Teradata

Decoding the Path to Purchase: Revealing Profits with Multi-Channel Data

Cabela’s, the outdoor retail leader, faced the growing complexity of a multi-channel, non‑linear path to purchase: abundant but fragmented data, frequent cart abandonment, and rising difficulty converting web browsers into buyers. The company needed a way to understand customer motivations across channels and allocate marketing spend more effectively rather than relying on simplistic A/B tests or intuition.

Cabela’s adopted a dynamic “test‑and‑learn” strategy, integrating clickstream and transactional data in a Teradata enterprise data warehouse to build richer predictive models and run controlled offers. Email experiments revealed distinct shopper segments (e.g., deal‑seekers vs. information‑seekers) and the value of “first‑in‑basket” (FIB) items; FIB promotions drove a 22% lift in transactions and dollar demand and a 13% increase in gross profit, while targeted offers improved response and margin outcomes. The insights now guide cross‑channel pricing, placement and promotional decisions, improving conversion and marketing ROI.

Cabela’s

Corey Bergstrom

Director Marketing Research & Analysis