Carsen is a digital marketer by day and a digital DJ by night. He has a great love for travel and adventure, connecting with new people, and spinning out only the funkiest of beats. No matter if he's marketing or DJing, Carsen has a talent for making people smile.

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Vovia Client Feature: Get to Know Cabela’s

Every journey begins with a single step, but every adventure begins with a solid team to explore with! I have been working with the team over at Cabela’s Canada for about 6 years now, and it has been remarkable seeing the online sales for this business rocket up over time. Ecomm is one of the most exciting verticals for me, personally, simply because there is such a direct connection between the media /advertising and the end revenue result. It has been really exciting testing new ad products like Dynamic Search ads, Smart Shopping, Smart Display, and more over the years, and helping to drive large gains, not only in digital ad revenue but in overall online revenue over time. Never mind GME or AMC, Cabela’s has been on its way to the moon ever since 2015!

Overall Web Revenue from 2015 to 2020

None of this would have been possible, however, without the deep trust and partnership we have with the Cabela’s team. I recently sat down with Steven Bakaluk, the Ecommerce Manager at Cabela’s, to recount the glory days and to learn more about where Cabela’s is heading next. I’ve had the privilege of working with Steve in some capacity since about 2017, and now we work directly together on the media and marketing strategies and executions for Cabela’s across Canada.

Steve Bakaluk, Ecommerce Manager at Cabela’s

Carsen: When did you start at Cabela’s and how has your role changed over time?

Steve: I started at Cabela’s in 2017 as a Digital Merchandiser, but by 2018 I was a Personalization Specialist at the organization. I really love working here and am committed to the success of the organization, and am proud to say that I am now the Ecommerce Manager at Cabela’s Canada.

Carsen: What are your biggest goals for Cabela’s?

Steve: Cabela’s has long been celebrated for its in-store experience and pro staff that help people with their gear and selections on the brick-and-mortar side. A huge goal for me is to evolve and elevate our online experience to replicate the Cabela’s in-store experience as closely as possible. We have the best offering out there on the retail side of things, and my goal is to make the online experience just as fulfilling and customer-centric.

My mission here is to connect customers more deeply with the Cabela’s brand and ultimately, to provide them with the best gear possible for their outdoor adventures.

Carsen: How would you describe the Vovia/Cabela’s relationship?

Steve: Really strong!  I feel like we have ‘grown up’ together over the last 5 or 6 years and it’s exciting to be partnered with an agency that has such a strong will to test and learn with us. Vovia is really creative and innovative in the way that they leverage proven media channels, while also always keeping eyes on the ever-evolving media landscape so we can capitalize on the next ‘big thing’. 

Carsen: Anything New and Exciting on the Horizon for Cabela’s?

Steve: It’s all about connecting customers with what they are looking for and arming them with the information and experience to make the best decisions possible. Content forward media, marketing, and enhanced digital storefronts are a big part of this.  As part of my goal to enhance the online experience, I am excited to explore more content development and thought leadership pieces featuring our pro staff leading to helpful guides for our consumers. I feel that this will help us deepen relationships with our consumers; ultimately getting the best tips, tricks, and information in front of customers so they better understand, and are better equipped, for their outdoor experiences.

Carsen: If you could describe Vovia in one word, what would it be?

Steve: Innovative – Vovia is always pushing the comfort zone and finding ways to maximize the ROI on our media and advertising. Anyone that says that media agencies aren’t creative, has never met Vovia. 

We are so grateful for our relationship with Steve and Cabela’s, and we can’t wait for what’s on the horizon in our relationship. Be sure to check out Cabela’s Canada at their website here, and reach out if you’re looking for help in increasing your web revenue!