Customer Profile
Demographic Information
Age: Approximately 25–55 years old
Gender: Primarily male for the hunting-focused customer segment, although Cabela’s serves men, women, and families.
Location: United States, especially areas where hunting and outdoor recreation are popular.
Occupation: Working adults with disposable income to spend on hunting equipment, clothing, footwear, optics, and other outdoor gear.
Family Status: May be married with children and enjoy hunting and outdoor activities with friends or family.
Psychographic Information
Interests & Hobbies: Hunting, fishing, shooting, camping, hiking, wildlife, and spending time outdoors.
Values: Quality products, knowledgeable service, reliability, conservation, and spending time outdoors with friends and family. Cabela’s describes itself as passionate about the outdoors and emphasizes helping customers create memorable outdoor experiences.
Lifestyle: This customer spends a significant amount of free time outdoors and considers hunting more than an occasional hobby. They prepare for hunting seasons in advance and want dependable equipment that will perform in the field.
Behavioral Information
Product Usage: Purchases hunting clothing, footwear, optics, hunting accessories, camping equipment, and other outdoor products.
Buying Behavior: The customer researches products before making larger purchases and compares quality, price, reviews, and brands. They may spend more for equipment they believe will last longer or perform better.
Online Behavior: Uses websites, product reviews, social media, and outdoor content to research equipment but may also prefer seeing certain products in person before purchasing.
Cabela’s combination of physical stores and online shopping fits this type of customer. Bass Pro Shops says the combined company operates more than 150 locations across North America.
Goals and Objectives
The customer’s main goal is to find reliable gear that helps them be prepared and successful outdoors.
They want to:
- Purchase dependable hunting equipment.
- Find multiple outdoor products in one place.
- Get knowledgeable help when they have questions.
- Prepare for upcoming hunting seasons.
- Get good value for the money they spend.
Objections and Concerns
Price: Hunting equipment can become expensive, especially when purchasing higher-end clothing, optics, or other specialized equipment.
Product quality: Customers want equipment they can trust in difficult outdoor conditions.
Availability: Having the right product in stock can affect the shopping experience. Recent Google feedback displayed on Bass Pro Shops’ own store pages includes both praise for its broad selection and criticism when a desired outdoor item wasn’t available.
Customer service: Customers purchasing specialized equipment may want knowledgeable employees who understand hunting and outdoor products.
Customer Feedback
Customer service appears repeatedly in recent Google reviews displayed on Bass Pro Shops’ store pages. Customers have specifically praised employees for being helpful in departments such as fishing and archery/outdoor equipment.
That suggests knowledgeable employees can be especially valuable to customers who need help choosing specialized outdoor products.
Customer Persona
Name: Jake
Age: 34
Occupation: Construction Project Manager
Family: Married with one child
Location: Nebraska
Goals: Jake wants dependable hunting equipment that will last for multiple seasons. He wants to be prepared before hunting season and enjoys upgrading his equipment when a better product provides a real advantage.
Challenges: Jake has a limited amount of free time between work and his family, so he doesn’t want to visit several different stores looking for equipment. He also wants to make sure expensive purchases are worth the money before buying them.
Personality: Jake is hardworking, practical, outdoors-oriented, and loyal to brands and stores that have treated him well.
Motivation: Hunting is one of Jake’s favorite ways to spend his free time. He wants a retailer where he can find most of what he needs in one place, research different options, and get knowledgeable advice when making larger purchases.
Sources
Bass Pro Shops | Fishing, Hunting, Camping & Outdoor Adventures