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Client: Weisse Arena Gruppe / LAAX

LAAX, Switzerland, is a leading alpine resort with close to 1 Million visitors a year.

Weisse Arena Gruppe (WAG) takes its mission to craft unforgettable alpine experiences seriously. To help make this possible, the LAAX app was born — a mobile app that provides visitors to the ski resort of LAAX with live & personalized information, offers them a gamified holiday experience and helps them get to the real fun faster.


The Vision. Crafting magic moments in tourism

In collaboration with inside labs WAG has focused their efforts on eliminating pain points and enhancing guests’ experiences.

Buy a lift ticket, book a parking spot, upgrade to the fast lane and even order your drinks — all from within the mobile app and in a matter of seconds.

Even more importantly for some, skiers and snowboarders can track their vertical meters, compete with friends for top spots on the leaderboard and earn badges for their accomplishments.

The Approach

Digitizing Customer Relationships

Based on their individual interactions with the app as well as their experiences on and off the mountain, WAG ensures that each person receives personalized, relevant and timely information.

Personalized Messaging

Campaigns are built using marketing automation tools like Braze, in which the flow of communication to app users (which message, to whom, when, how, followed by which additional message, etc.) is built and launched.

Rewards & Gamification

By showing appreciation to guests and adding game-like elements such as badges, leaderboards, status and points to enhance their experience, it is ensured that visitors get the utmost out of their visit.

State-of-the-Art Mobile Commerce

Products can be bundled and priced in innovative ways while trigger based messaging is used to cross- and upsell.

The LAAX app is the platform allowing us to become truly customer centered. By knowing each individual guest we are able to provide convenience, radical transparency and wow moments."

-Reto Gurtner,
CEO & President of WAG.

The Results

The digital transformation of the customer journey has also led to an increase of online ticket revenue from CHF 2.8 million in 15/16, before the app was launched, to over CHF 8 million in the 18/19 winter season.

In fact, 50% of comparable lift tickets (available at both the point of sale and on the app) were sold through the LAAX app.

See below for more trend data:

By the numbers:

* values quoted in Swiss Franc (CHF). As at Winter 2018/19.


Active app users


Of all ticket sales via app


Ticket Revenue. (up from 2.8M)


App downloads post-launch


Of all users completed a purchase


Increase in online sales

Further reading:

Read the full article here on Medium

Get the app:

Swiss (CH)

English (EN)



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