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The Menu – the latest insights on restaurant technology trends, customer successes, and best practices.

Exploring the Future of Stadium POS Technology & Fan Experience at SPOBIS

Jürgen Dauk
Senior Sales Director, FBGBU

Investing in new technology is a major commitment for venues and having education and networking opportunities with industry leaders is crucially important when making these decisions.

That’s why Oracle Food and Beverage’s Sports and Entertainment team is excited to attend SPOBIS, one of Europe’s largest sports technology conventions, to share our perspective on the ever-changing venue technology landscape.

Taking place Jan. 29-30 at CDC Congress Center in Dusseldorf, Germany, SPOBIS gathers leaders from teams and leagues across Europe. I will also be hosting a session on the Future of Stadium Technology. There are so many topics that I can’t wait to discuss, but here are the three I am most excited to share:

1. Using Mobile POS Software and Hardware to Customize a Complete Fan Journey

Fans’ experiences at a sporting event begin long before they arrive at the stadium, and the memories will last a lifetime. Oracle Food and Beverage’s goal is to optimize this experience along every step of the fan journey. Learn how to intrigue fans using POS analytics reports from your customer base to create targeted marketing offers, fully customized to their individual needs prior to the game. From coupons on kids’ meal combos for families to BOGO hot dog offers for large groups, operators can pinpoint exactly what fans want and cater to them accordingly. Beacon technology can be used to welcome fans prior to entering the stadium and helps operators to know where they are seated to better interact with them throughout the event. While at the game, it is crucial to keep fans engaged in the action and enable them to purchase food and drink without having to spend much time away from their seats. Fast, efficient POS software – which prioritizes data security and runs on mobile POS hardware built for line busting – is the foundation of a great concession experience. Using other fun methods, such as “personal assistant” chat bots, bring guest engagement to the next level. And finally, after the game is finished, gift and loyalty programs keep teams in constant communication with fans and encourage them to come back for more. Fans can collect points that can be redeemed for promotional items, such as a fan shirt – or win a unique experience, perhaps, meeting their favorite player. Knowing more about your fans not only creates an amazing experience for them, it gives you powerful knowledge for your next round of sponsor negotiations.

2. Increasing Point-of-Sale Revenue

No matter what line of business you are in, everyone focuses on decreasing costs and increasing revenue. One of the best ways to increase food and drink spend in venues is to improve the speed of service and transaction time for concession purchases. In fact, our Stadium of the Future study showed that 48% of German fans rank quicker transaction times as the best way operators can improve their stadium food and beverage experience. Oracle MICROS Simphony POS Systems leverage best-of-breed cloud technology and a complete suite of back-office applications to ensure that stadiums of all sizes run as efficiently as possible and with minimal downtime. And Oracle’s open APIs allow integration with a multitude of partners, who help us create a customized payment solution for every arena.

3. Gaining Structured Data

As the sports industry evolves, so does the technology that supports it. Operators are constantly seeking ways to use data to drive better fan experiences in stadium environments. From predictive analytics to geographical profiling, there are many ways teams can collect data to better tailor the food and beverage experience to each unique guest. With solutions such as inventory management to forecast demand at concession outlets, employee scheduling to simplify staff management, and reporting and analytics to organize and consolidate game-day data on user-friendly dashboards, there are countless ways to power your venue with data. This data can be connected to an existing CRM system or even be part of an automated marketing engine.

We look forward to seeing you at SPOBIS 2020 – please come by Booth #28 to learn more about adding value to your venue with technology.

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