Cabela's - Customer service carries over to Web

For some companies, personalized marketing just comes naturally. Cabela’s, a family-owned retailer of hunting and fishing gear, is already renowned for its personal service. At its handful of retail stores, customers line up around the block for a chance to get in and shop. Its catalog—the primary channel for the 40-year-old firm—is staffed by famously knowledgeable phone reps. This is a sales staff that can tell you the difference between dry fly and a nymph and talk turkey-hunting venues with a customer before closing the sale.