SEAT Global Magazine - Sports Industry Case Studies Issue 05 June/July 2017 Special Edition - Page 42

But while stadiums and arenas evolved into modern entertainment marvels, too often menu boards remained relatively static. Today the majority, including many of the newest facilities, have F&B operations with Digital Signage 1.0 solutions; preventing them from capitalizing on opportunities to wow fans visually while informing and influencing their purchase decisions, improving speed of service, and driving sales lift and improved ROI.

We haven’t been alone in observing this. In 2016, Oracle Hospitality produced The Fan Experience Report(1), an insightful study of stadium and arena concessions. The report included transformational insights which clearly identified gaps and opportunities for stadium operations and technologies. Key opportunities revolved around concessions experiences with the number one priority area for investment in the stadium-arena experience being food and beverage, according to US fans attending live sporting events (image at right).

Additionally, Oracle’s Hospitality Report identified another key area of opportunity: on average, US fans said they would spend nearly $20 for food and beverages ON TOP OF WHAT THEY WERE ALREADY SPENDING if wait times were cut in half. A 42% increase per party, per game (see left). This speaks to one of the key advantages of Optimized DMBs; increasing speed of service. Consistently, presentation of menu content, when optimized

results in guest’s making quicker decisions. Add to this the ability to promote menu items that are easier and quicker to produce, and you’re on the path to decreased wait times and a bigger share of fan’s wallets. Typically, wait times can be reduced from as little as a handful of seconds per transaction to significantly more.

In a current study at a client venue, first-phase testing resulted in reductions of more than fifteen seconds per transaction(2).

Beyond improving guest throughput times, optimized digital menu content delivers engaging visuals, high impact animation, and does it beautifully and simply. The primary goals for all involved are better experiences, improved efficiency and maximized revenue. That means crafting the message on your digital menu boards and merchandisers in a way that nearly every consumer can feel as if the content was intended for them. While truly marketing to every individual fan is currently not a reality, the complexity of reaching a variety of pertinent consumer “clusters” is reduced through the use of pertinent consumer data. Yet, what if you really could employ digital technology to communicate “in the present tense” to the pertinent customer clusters? What would that do to your revenues and profits?

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