WEB SITE PAYS HUGE DIVIDENDS FOR FIREWORKS RETAILER
(Youngstown, OH)-Fireworks.com, the web site for the Phantom Fireworks retail chain, had its 100,000,000th hit in 2002 on August 22. With customers driving up to six hours away to shop at Phantom stores, perhaps no retail chain has used its web site more effectively to increase its business.
By year-end, the number of hits on fireworks.com will likely double last year's total of 89,000,000. Phantom Fireworks impressive double-digit sales increase in 2002 can be attributed, to a large extent, to the number of visitors to its web site.
"There is no question that fireworks.com is an important part of our marketing strategy," said Bruce Zoldan, President of Phantom Fireworks. "We promote it through all other forms of advertising."
While only non-fireworks merchandise is sold directly through fireworks.com, visitors spend 20 minutes, on average, on the site according to WebTrends. Besides a full product catalog and product demonstrations, visitors can go to the Fun Zone and shoot multiple on-line fireworks shows over major US and world cities.
"We have been very successful in using fireworks.com to demonstrate our wide array of products and provide directions to our showrooms," explained Zoldan. "It isn't a direct revenue source but it certainly has been an important tool for driving showroom traffic."
To date, Phantom Fireworks has not used the high traffic on fireworks.com to sell advertising space, but it has used the site to promote its business partners including Kmart, Rite Aid and Grucci Fireworks in 2002.
"Based on our trend history, I wouldn't be surprised to see our web site numbers double in 2003 to over 300,000,000 hits," beamed Zoldan.
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