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Stadiums Focus on POS Analytics & Mobility to Improve Fan Experience

Jürgen Dauk
Senior Sales Director, FBGBU

With new technologies popping up seemingly every day in the world of sports and entertainment, one theme reigns supreme among venues, teams and vendors alike – enhancing the fan experience.

When investing in new technology, a team’s main priority is to elevate each guest’s experience, creating lasting memories and increasing repeat visits. Oracle Food and Beverage’s Sports and Entertainment team shares this passion and is always excited to have the opportunity to share our solutions with others in the industry.

At this year’s annual Association of Luxury Suite Directors International conference, or ALSDI, we shared our thoughts and solutions on this topic and more. ALSDI, held at Croke Park Stadium in Dublin, Oct. 28-29, featured educational sessions, networking opportunities, and a trade show with vendors from across Europe and attendees coming as far as from the United States, Africa and the Middle East.

Joining a panel presentation – “Assessing Innovation: What’s Right For Your Venue?” – I spoke alongside representatives from Croke Park Stadium, Portview Fit-Out, Satisfi Labs and Livingstone Consulting. Our discussion focused on how premium seating and hospitality are becoming more customizable and far more personalized. Meanwhile, the industry’s focus on ROI and ROO evaluates innovations in venue design, fit-out, technology and F&B offerings, as venues decide what’s right for their market and clients. We discussed the potential benefits and explained how our solutions can enhance customer experience for teams worldwide.

One topic, in particular, captivated attendees:  how to use data to drive better fan experience within stadiums and arenas. From predictive analytics to geographical profiling, there are countless ways that teams can better tailor the food and beverage experience for individual guests. With solutions such as Reporting and Analytics to organize and consolidate game-day data on easy-to-use dashboards, and Data Science to harness machine learning technology inventory management and labor scheduling forecasts for concessions outlets, Oracle Food and Beverage uses data in a variety of ways to boost efficiency and increase ROI.

In addition to making operators’ work easier, data also can help ensure that fans receive the best and most-personalized experience possible. Oracle’s Gift and Loyalty platform increases visibility of guest preference and helps stadiums offer targeted promotional offers, based on consumer profiles and past sales data. Fans who frequently purchase items love being rewarded for their loyalty, which further encourages repeat purchasing.

And mobile data, especially hosted on Oracle MICROS InMotion Mobile software, is invaluable to operators in the fast-paced sports and entertainment business. Such importance was underscored by attendees’ interest in all things mobile, from mobile application ordering to in-seat ordering. In this realm, the Oracle MICROS Tablet 700 Series offers unparalleled durability and full data security for customers.

Joining other industry professionals to network and learn is always a delight but it’s even better when done with a global audience. Thank you to the ALSD International team for a great event, and we look forward to seeing you all next year!

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