Case Study: Smartbox Group manages peak sales and ensures seamless AWS cloud performance with New Relic

Smartbox cuts down on tools and increases visibility with move to the cloud

Smartbox, Europe’s largest seller of experience gifts, operates across 16 national brands and sells millions of vouchers annually. As customers shifted from boxed gifts to online purchases and voucher redemptions—with highly variable peak patterns around events like Christmas—Smartbox needed to modernize by migrating front-end services to AWS while maintaining consistent performance and visibility across a hybrid infrastructure.

Smartbox adopted New Relic for end-to-end observability (APM, browser, infrastructure and mobile) during and after the AWS migration, enabling real-time monitoring, regional insights, and tool consolidation. The solution prevented performance regressions during migration, improved developer-operations collaboration, supported confident cloud scaling and cost sizing, and even allowed Smartbox to relax its pre-Christmas change freeze while delivering a more consistent digital customer experience.

Smartbox Group

Paul Cash

Director of IT operations