Retail accounts for a large proportion of club income, on both match days and non-match days.

As technology increases and fans (consumers) drift towards payment methods beyond cash, whilst expecting speed of service, its essential clubs have the capability to meet these demands.

On the flip side, clubs can learn much more about their fans’ purchase behaviours through advances in data capture for which Epos systems play a major role. fcbusiness explains some of the ways these advances in technology can help clubs enhance their retail offering from an service and operational perspective.

Speed of Service

Speed of service is vital, especially in a match day situation where you have only a short window of opportunity to maximise your sales potential. Fans now expect service that is quick and efficient and will abandon a concessions line if queues are too long.

Payment Solutions

As well as convenience fans also expect multiple payment options – from cash and chip & card, to contactless or Apple Pay – fans are using a wide range of methods to pay for goods and services and a football club should be no different in offering these methods. Understand the demographics of your fans in differing sections of the stadium and align payment methods to suit. Not everyone wants to go cashless just yet. 

Self-Service Satisfaction

Can you offer self service options? Already a feature in major supermarkets across the country are there options for you to offer fans the opportunity to self-serve? There are risks associated but the rewards could be high for both the club and fans alike.

Pricing

Take control of pricing. Offer fans competitively priced food and beverage or bundled deals that combine popular selling items that can be priced in real-time according to demand.

Memorable Marketing

Use the data that is fed through the epos into your CRM system to build a picture of your fans’ consumption habits. By doing this you can understand what they like or dislike but also get an idea of trends with regards to spend and purchase behaviour.

Real-Time Stock Control

As well as being able to understand your fans you can also use epos to understand stock levels and make better operational decisions based on real-time insights. Know exactly where and when inventory is running low or where there are issues with over-supply. 

Loyalty

Build loyalty through advanced systems linked to CRM. Offer rewards for repeat purchase behaviour or early arrival at the venue. Make rewards worthwhile across a range of items.

*The Fan Experience: Changing the game with food & beverage technology report by Oracle Hospitality Results based on survey of 297 people aged between 18-65 who had attended at least one live sports event in the last 12 months (Football)

Image: PA Images