On the one hand, a great desire to re-leave for the long-awaited holidays and on the other the reservations that register a + 48% in July compared to the same period of 2019. This is the more than positive trend that Smartbox Group highlights after a certainly complicated period. The group is working to launch some interesting news after the summer.
“We did not expect these percentages and returning to pre-Covid levels was a surprise – commenta Xavier Durand, Country Manager Italy & Switzerland di Smartbox – The very significant restart was already evident in May on the online channel and has also continued on the physical channel, namely our distribution points. The trend is continuing and we want to be positive ».
The Smartbox product is represented by Gift Boxes: 80 percent of the boxes purchased include weekends and the rest individual experiences to be lived in the area. As for stays, the most popular is Tuscany, followed by Veneto, Umbria, Lombardy, Trentino Alto Adige, Emilia Romagna and Lazio. Favorite destinations are Florence, Rome and summer destinations such as Rimini and Montecatini Terme.
Meanwhile, customer needs have changed and Smartbox is developing new proposals. “We are working on new boxes – adds Durand – who want to respond to the trends and trends developed in this period. They will be launched after the summer as 70 percent of sales are concentrated between September and December ».
As for the products launched in recent months, Italy in Train, made with Trenitalia, recorded an excellent response, as it responded perfectly to the need of the public who tend more to short trips.
The Smartbox product includes not only Caskets but also services. “In the last 5 years we have concentrated a lot on the moment of booking – stresses Durand – We have invested in digitization and worked together with partners to offer a fast service from the very first steps, to improve the experience at 360 degrees. The result is tangible and to date 87% of bookings are made via the app ».
Communication has also been implemented and adapted to the needs of customers and of the different channels. The group has launched a Summer Campaign, that is to say a mix of initiatives that touch different touchpoints – digital, social, point of sale, contest and TV sponsorship. “Until two years ago we concentrated on investments between September and December – concludes Xavier Durand – then we understood that summer was fundamental and we have changed the plans by focusing on a complete communication package to make people want to live experiences in Italy ».