LAAX is a famous winter destination, positioning itself as a strong lifestyle brand within its sector and successful in digitalising visitor services to optimise the visitor experience. The ski region is located in Switzerland, featuring 224 kilometres of slopes, 4 snow parks, 5 snow-covered downhill runs, the world’s largest halfpipe and an indoor freestyle academy catering to all levels of experience. This unique mountain station, known as GALAAXY Park, boasts a whole experience in itself, with an impressive design and structure, plus a restaurant, event space, mountain bar and sun terrace.
LAAX also hosts key events such as the annual LAAX Open, a renowned industry event in the European mountains, which further backs the credibility of the resort, becoming one of the leading snowboarding and freestyle resorts.
Over the years, LAAX has extensively developed its distinct offer to a very niche community, successfully building a loyal customer base through offering a really strong overall package, which is communicated through highly focused targeting and relevant messaging.
Strong digital targeting
LAAX has demonstrated that it knows its brand, product and audience perfectly. It has identified its core, niche community and key products, developing really strong messaging and content tailored to this specific audience.
LAAX is able to communicate with visitors directly through its Inside LAAX App. As such, all promotional content and services are highly targeted to its younger audience segment, which includes queue and weather updates, restaurant information, ticket booking and a 3D map with live updates. The app is designed to appeal to this specific segment with its choice of music, language and voice, plus its Gamification function, making for a great mobile visitor experience.
How could you incorporate gamification into your destination strategy?
Inside LAAX App
The app successfully facilitates a direct relationship with the visitor and it is constantly evolving to align with the visitor experience. LAAX built the app in a way that will optimise the visitor experience as much as possible throughout the whole journey, always providing content that is efficient and interesting. The app is multi-functional with three key functions; Information, Product and Gamification.
The gamification element is a fantastic way to engage with visitors, encouraging interaction amongst peers and creating lasting memories. These memorable experiences encourage word-of-mouth, particularly with this younger segment who are mobile pioneers and enjoy sharing their experiences. Gamification is also a new way of communicating and getting to know your customer with a view to improve the digital customer experience, key in today’s climate.
The Inside LAAX app is also used to generate data. It successfully gathers plenty of data and insights which are only used to personalise the content and messaging for the user, they are not used for promotional activities. It makes use of smart data, rather than big data.
The importance of utilising this quality data in order to be more personalised, focusing primarily on the customer’s needs, fosters a strong relationship of trust between the brand and customer, ensuring the customer knows they can provide data knowing they will only see what they want to see, and they will not be bombarded with multiple marketing emails and messages.
You can watch the full case study and interview with Eliane Bernasocchi-Volken, Head of Marketing & Sales and Claude Bravi, Head of Digital here. If you are not a member, get in touch with the team for a demo.
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