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

How Mobile Applications Boost Game-Day Experience

Mark Collins
F&B Solution Engineer, FBGBU

Over the past decade, sports and entertainment technology has evolved significantly, greatly enhancing the fan experience. One of the biggest improvements – brought on by cross-venue integration (from point-of-sale systems, QSR kiosks and kitchen display systems) – has been shortened queue times, which has enhanced the overall food and beverage experience at stadiums and arenas.

Now that fans can get their food fast (and quickly get back to the action), venue operators can increase fan spending – and personalize a visit – via relevant content and targeted incentives within mobile apps.

The future of sports and entertainment lies in mobile app solutions that guide fans through their stadium experience. These apps can hold relevant information, promotions, and data required to personalize a visit and maximize enjoyment – and, perhaps, provide incentives for fans to return game after game.

A mobile application can add value to fans’ game-day experience, whether they’re life-long ticket holders or once-a-year visitors. But the question is: How can stadium operators target these two types of fans?

Season-Ticket Holder

It’s important to look after season-ticket holders as they are the backbone of ticket sales. Each week, they are likely to travel the same way to the stadium, sit down in the same seat, and order the same food and drinks. It is the stadium operator’s job to streamline this experience as much as possible and provide these fans with a consistently high level of hospitality.

For this audience, it’s important to focus on app development that will provide a more personalized touch to better engage them and shift away from generic, blanket discounting. For example:

  • Fans receive an app notification for a 15 percent discount on their favorite gameday snack (e.g., nachos, which they ordered 8 out of the past 10 games they have attended) as they walk past a self-service kiosk.
  • Fans pre-order to a certain kiosk – the one closest to their seat, for example – and receive a notification as soon as their order is ready to avoid queueing.

By using data collection through app wallet, venue operators can engage fans as soon as they hit the stadium, enhancing their experience even before they take their seats.

Game-Day Ticket Holder

Game-day ticket purchasers may only visit once or twice a year, but they will make up a large portion of stadium fans each week. They require a slightly different approach as they may be less inclined to share personal information and engage with branded mobile apps.

Simplicity is key with an all-in-one app that provides fans with everything they need for their visit, including the ability to buy and hold tickets, make payments, view stadium maps, and even store their personal ID. Eliminating lines at kiosks and while fans are entering or exiting the stadium is another key to courting these nomadic fans.

No matter how many times a fan visits your stadium, the goal should always be the same: provide a zero-friction, game-day experience that creates a lasting memory. Working with the latest venue technology to serve food and beverage, an integrated application will give fans the game-day experience they desire.

How can your mobile application integrate with Oracle Food and Beverage solutions? Contact us today.

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