SeatServe – a venue platform enabling fans to order food, drinks and merchandise on their smartphone and have it delivered to their seat, by existing concessions – has partnered with the Ageas Bowl for its roll out into limited overs cricket.
The move follows a successful trial in rugby union’s Aviva Premiership. Since November, AJ Bell Stadium caterers Elior, have treated Sale Sharks fans to the US innovation, with cashless deliveries during breaks in play, vastly reducing ‘seat traffic’ and markedly improving the fan experience.
With minimal impact on their front-of-house operation, SeatServe merely supplemented the existing setup through a purpose-built solution to the biggest blight on any event day: queueing.
Because orders are fulfilled by existing concessions, the menu changes depending on where you’re sitting within the venue.
A small/optional delivery charge covers all costs associated with transaction fees, packaging and/or any additional staffing requirement, enabling each venue to scale as appropriate.
At barely 5MBs, SeatServe is quick and easy to integrate or download for Apple or Android, even on the busiest of occasions and represents the most tangible return on any investments made in connectivity.
Finally, with options to pre-order in advance, live, or at scheduled times throughout the game, it generates better behavioural data on match day purchasing than ticketing, which is made available to clubs for reactive upselling and more effective marketing.
Patrick McMeekin of Sport Stadium Solutions LLP said:
SeatServe represents a genuine ‘No Brainer’ for all parties involved in live events. Venues take more through their tills, as fans no longer have to compromise on their level of spend. Rights holders gain an additional sponsorship platform through the data proposition, while brands capitalise on the activation opportunity by gaining unique consumer appreciation.
Sport in the UK and Ireland is actually better suited to this kind of service than the US, particularly rugby, T20 cricket and concerts where the action is non-stop. People often look forward to an event all week, so the last thing they want is to miss a key moment while stuck in a queue – we’ve all been there!
AJ Bell Stadium general manager, Jason Orton added:
Granting fans access to a broader range of concessions from their fingertips has not only increased order numbers and boosted their values but operationally, it has made our kitchens more efficient. My staffing costs have been maximised as personnel are repurposed to fulfil delivery of orders spread over the course of a game, rather than concentrated on kick off and half time.
Sale Sharks marketing manager Jack Cannington said:
Besides the additional merchandising opportunity SeatServe has provided, the more our fans leave home games having had a positive experience, the likelier they are to come back more often. As tenants of AJ Bell Stadium, this is exactly the kind of innovation we want to see on match days, enabling our focus to be entirely where it should be – with matters on the pitch!
Stuart Robertson, The Ageas Bowl’s commercial director concluded:
Having manually offered in-seat delivery, we’re convinced of the opportunity and excited by the scale SeatServe can bring to it. We were impressed by their commercial model and look forward to analysing the impact from each of its suite of benefits. With six NatWest T20 Blast matches and England’s final Royal London ODI of the season, I’ve no doubt our fans will embrace the platform and appreciate the heightened experience of spending more time seated with clients, colleagues, friends or family.