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Zermatt, Switzerland’s largest ski resort, offers an unparalleled skiing experience with its 360 km of groomed slopes and the highest cable car station in Europe. Starting in 2013, Zermatt Bergbahnen …
km of slopes
cable cars & lifts
pers/h transport capacity
employees
Zermatt Bergbahnen faced a significant challenge: The company was dealing with a jumble of product information, marketing materials and other data. This made it difficult to deliver a seamless, engaging and personalized user experience across all customer touchpoints.
Hence, one of the key goals was to streamline access to crucial data essential for creating the perfect visitor experience. The objective was clear: to transform the complicated data landscape into a coherent, easy-to-navigate digital space that could effortlessly lead visitors from inspiration to action.
As early as 2013, the Salzburg-based digital agency elements undertook a comprehensive digital overhaul for Zermatt Bergbahnen. This collaboration introduced the Pimcore master data management (MDM) and digital asset management (DAM) solutions to centralize and synchronize the resort’s diverse data streams. Pimcore’s content management system facilitated dynamic content presentation.
But elements and Zermatt Bergbahnen took it one step further: They also integrated a digital commerce platform that merged content with commerce, making it easy for visitors to transition from dreaming about a snowy adventure to booking it. Pimcore’s APIs allowed for a seamless connection to the ticketing provider SKIDATA, and dynamic ticket pricing via Smart Pricer further enhanced the booking experience.
"Pimcore’s flexibility with regard to customizing the booking processes for highly complex products is second to none. Using Pimcore, we were able to streamline a complex product structure and booking journey for ski tickets, which included various upgrade options and dynamic pricing for different B2B and B2C sales channels – all while delivering the performance our client was looking for."
The long-term partnership between Zermatt Bergbahnen and elements heralded a new era in digital customer service in the alpine tourism industry. The implemented Pimcore platform significantly enhanced the customer experience for visitors, matching the special allure of skiing down Zermatt’s pristine slopes.
In 2023, the company’s unwavering commitment to digital excellence reached a new peak with its latest website refresh. Zermatt Bergbahnen and elements decided to take on a data-driven approach based on Web Performance Optimization (WPO) and Conversion Rate Optimization (CRO) insights.
The result: an updated booking process for an even more intuitive shopping experience. Additional features include performance optimizations, improved employer branding, and microsites for special attractions and internal departments. Plus, the new design seamlessly blends the online and offline worlds now, ensuring a consistent brand presentation across all touchpoints.
increase in bookings (2023/24 winter season)
enhanced user experience
improved performance
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