The Point-of-Sale (POS) is just the beginning, says Trevor Roberts of Hospitality and Venue Technology solutions provider Verteda.

 

Stadia and arenas want to optimise performance and deliver a consistently ‘excellent’ fan experience, with investments in systems and processes having to deliver genuine return on investment. In many cases, the Point-of-Sale is a great place to start to process transactions faster and deliver great service, even in the most pressurised environments.

Verteda believes the real business gains start after the Point-of-Sale however, by addressing two separate but equally important aspects of the business: implementing control solutions for efficiency and best practice; and delivering a more fun, theatrical and exciting customer experience.

The goal is to optimise investments in technology and infrastructure, from
the fan engagement opportunity to back-office activities.

One such example of this, relating to enhancing the fan experience at
stadia and arenas, is the Qjacker app that Verteda has developed to allow customers to pre-order their in-venue refreshments using their desktop or smartphone prior to their arrival, then collect their order at a dedicated lane in the venue after scanning a barcode.

 

Reduced Serving Times & Increased Customer Spend

First implemented at Salford’s AJ Bell Stadium and Dublin’s Croke Park Stadium and selected by Ricoh Arena, Harlequins RFC and numerous English Football Premier League clubs, studies show the Qjacker app not only significantly reduces serving times from 7-10 minutes to just 30-40 seconds but has also generated an additional 20-30% in customer
basket spend.

This is what I mean by going “beyond POS” to start generating more value. With this technology, venues can access latent revenue that’s already on site, as well as capturing revenue and understanding stock requirements before an event – while removing queues and adding fun to the experience.

Beyond POS, venues also benefit from innovation that brings new opportunities for control and optimisation. For example, with labour a facility’s biggest controllable cost, workforce management tools mean venues can improve scheduling, deploy people in the right locations at the right times and improve HR decision-making: running more cost-efficient operations and delivering better service at reduced labour cost.

Venues want greater business visibility to take more profitable decisions faster, yet vast amounts of valuable data remain locked in silos. Next-generation business intelligence solutions can consolidate all this data to support more timely evidencebased decisions: from knowing where you can cut costs, to predicting a customer’s next purchase. And the point is that all of this can be integrated across the business with ticketing, CRM and access control systems, to make the most of your investments in high density wi-fi, and capitalise on social media opportunities.


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