Fireworks skyrocket Hell sales to record level

8 December, 2014

Fireworks skyrocket Hell sales to record level

Hell’s inaugural fireworks campaign went off with a bang last month: after becoming the first retailer in NZ to deliver fireworks direct to customers’ doorsteps, weekly sales rocketed to a record level for the third time in 12 months.

With 35,000kg of exclusive ‘Hellfire’ explosives produced, nearly 5,000 customers enjoyed Hell’s brand of premium pyrotechnics.

“The fireworks campaign fell on the same week as our much-loved ‘Helloween’ promotion, which led to our best-ever sales week,” says Hell general manager Ben Cumming. “The fireworks contributed to a 31% increase on sales revenue compared to the same week last year.”

As selling fireworks is a completely new challenge for Hell, Ben says sorting out the logistics took some work, but the franchisees pulled together well and it went off without a hitch.

“It was such a good learning curve – next year we think we’ll do an even better job of giving our customers an awesome and memorable experience.”

Revenue records had already been broken twice this year, following the sellout successes of its Wild Rabbit pizza over Easter and Australasia’s hottest pizza the Angry Dragon.

“This year’s been fantastic for Hell – so far sales are up 8.2% ahead of last year and we’ve had over 200 franchisee applications [a 150% increase],” says Ben.
As a brand proud of sparking healthy debate on hot topics, Hell’s fireworks campaign stayed true to tradition.

“The private use of fireworks always creates some controversy, but if managed responsibly, this longstanding Kiwi family tradition can be enjoyed safely and sensibly.

“Prior to the campaign, we embarked on an unprecedented level of staff training. We worked closely with NZ Police to produce a fireworks safety leaflet, which all customers received with their orders. Additionally, those ordering online had to read and accept our policy on how to use them safely and responsibly around friends, neighbours and animals.

“We’re really happy with how things went,” says Ben.

Hell has already got cracking on providing an even bigger and better Guy Fawkes promotion for next year.

ENDS

© Scoop Media