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The most famous destination in Switzerland is betting on digitisation and achieved an incomparable economic stimulus with incert.

Destination mit einem schneebedeckten Berg

Zermatt Tourism

  • year-round snow sports destination
  • car-free village with sustainable businesses
  • many family-run hotels
  • upscale cuisine
  • highest mountain station in Europe, the Matterhorn

Regional vouchers as drivers for value creation, demand and guest loyalty at the destination

 

The Zermatt Tourism Association and Matterhorn Bergbahn AG use incert to improve the economic situation and successfully and quickly launched a value creation campaign due to the coronavirus, namely “10% more Matterhorn” .

 

The situation

The collaboration with the Matterhorn cable car operator in Zermatt began even before the pandemic-induced shutdown. incert was selected for its expertise in digitisation and in developing voucher sales and led the relaunch as well as the technical connection to the Skidata cash registers and the mountain restaurants. And then the coronavirus arrived, and with it the shutdown and the sudden collapse in bookings. incert was commissioned to implement the value creation campaign “10% more Matterhorn” for the Zermatt Tourism Association.

 

The solution

For the cross-business handling of the vouchers, a new system base was set up just for the Zermatt Tourism Association. This not only enables redeeming the voucher during online booking, but also on site at the cable cars, the restaurants, leisure businesses, shops and transportation companies. The promotional campaign “10% more Matterhorn” could therefore be expanded to a maximum of businesses. The main selling point: buyers of vouchers/future visitors get 10% of the purchase price added on top by the tourism association. A lucrative incentive to buy in advance and spend a holiday later in the region. 

Partners and interfaces

  • Vouchers redeemable at more than 150 businesses in the region
  • Experiences in the mountains, restaurants and many other options to redeem vouchers
  • A central voucher management system with interfaces to the major IT systems in the region, like Skidata, Baldeccer Sortec and Tomas
  • Easy redeeming at the many partners in the region: Web validation or mobile via the incert app
30.5 M

Swiss francs of voucher turnover in just 3 weeks

480

Swiss francs average voucher value

11M

Swiss francs of value creation generated from 1 M Swiss francs of promotion

Conclusion

In the Zermatt example, being courageous and collaborating with strong partners resulted in new innovations and positive economic effects like liquidity and demand for the destination and its service partners. The next step with incert will take digitisation further, from “giving” to the supreme discipline of “rewarding”. For 2021, the development of the loyalty platform is already being designed.

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