Page 40 - RLI December 2019 - January 2020

RLI LEISURE INSIGHT

The Rise of

Smart Stadiums

For our final Leisure Insight of the year, Will Hawkley,
Global Head of Leisure and Hospitality at KPMG takes
time out to take a look at the increased potential of smart
stadiums and what they have to offer in the new world of
experience economy.

RLI Connect Global It’s no secret that the experience economy is booming. replay technology, how the matches were viewed was determined
Placemaking will take Consumers are spending less on physical products and more by the TV match official, providing viewers with the best possible
place on the 5-6th May on exciting and engaging experiences, and companies across the views of the action and allowing officials to make quick and accurate
at Wembley Stadium leisure sector have to adapt quickly to meet this shift in demand. decisions on the state of play. The stadiums also used NEC facial
in London. Technology is a key driver behind these changing behaviours recognition, making the experience itself more secure, and helping
For all your deal-making as consumers are more digitally connected than ever, whether the stadium and sponsors with their marketing activities.
needs, please get in touch they’re seeking entertainment or a way to make ordinary, To increase engagement and generate profitability, sports clubs,
at jayne.rafter@rli.uk.com everyday tasks quicker and more convenient. leagues and associations can use data and analytics to build a
or give us a call on We’re seeing fast-movers in the leisure industry use this to richer picture of their fans by following a three-step methodology:
+44 (0) 1706 212 200 their advantage. For example, some restaurants now display their 1. Categorise the customer base into different segments according
menus via table top tablets. These apps also enable consumers to to time invested, share of wallet, and level of engagement.
place their orders directly with the kitchen. While they wait, they 2. Target their needs depending on how and when customers
have access to free Wi-Fi to browse the internet, and child-friendly engage with the sport – whether it’s a non-match day or match
games to keep their children distracted until their orders arrive. As day – and whether in the stadium, at home or another venue.
a result, less time is spent flagging down waiting staff so consumers 3. Leverage these insights to deliver a personalised experience
receive their food and drinks quicker, and are entertained in the to the right customer at the right time to increase engagement
meantime, leading to an enhanced customer experience and and generate value for the customer and your business.
loyalty to the brand. They can also lead to increased spend per
head providing opportunities to up-sell. But while these concepts Making thE Most of Match-days
may be proven in restaurants and bars, what lessons can be learnt connected customers: Smart stadiums need the right digital
for other sub-sectors within the leisure industry? infrastructure in place. New advances in technology have shifted the
way that content is consumed with an increasing number of fans
Evolving thE fan ExpEriEncE using mobile devices as their primary entertainment channels. Fans
Many sporting venues want to maximise the returns on are also no longer passive viewers. Instead, many supporters share
their vast and complex physical infrastructure, using technology their opinions with other fans in real-time during games, and they
to find new ways to fill more seats and encourage consumers expect full uninterrupted connectivity in stadiums to facilitate this.
to spend more, whether in the arena or not. With game stats Service and network availability must be continuous throughout.
and updates readily available at the click of a button on sports convenience is king: Smart stadiums can also help sporting
websites and social media channels, stadium operators are vying venues maximise revenue and reduce operating costs by using
for a piece of the pie to capture the attention of their ‘always on’ technology that enables spectators to order food, drinks and
fans. However, they must also remain competitive against luxury merchandise straight to their seats, or alerting them when
in-home entertainment systems luring new customers away from concessions stands are less crowded, so they can take receipt of
the comfort of their sofas, wide screen TVs, surround sound and their goods more quickly.
quick access to their refrigerators with the kitchen next door. smart loyalty: Smart stadiums can collect and analyse data from
The recent Rugby Union World Cup in Japan was a great every touch point of the fan journey to personalise their customer
example of stadiums using smart technology to enhance the experience. For example, information on the number of tickets
customer experience. Through using innovative Hawk-eye smart they usually purchase at any one time, who they attend games
with – whether friends, partners, siblings, or alone – what snacks
they usually buy before a match or during half-time etc. can be fed
into smart loyalty programmes that reward customers on their
basis of their previous interactions with the venue and personal
preferences. Stadium operators may also extend their loyalty
schemes beyond sponsors to local businesses. They could partner
up with nearby retail outlets, restaurant groups, hotels and other
accommodation providers to incentivise consumers to buy more.
safety and security: Smart stadiums can optimise data captured
by cameras and sensors and provide intelligence to security
operatives on-the-ground in real time to monitor and pre-empt
disruption on the premises. New technology could also enable
them to share this data with local police services instantaneously,
enabling them to collaborate and act quickly should problematic
situations arise. This would ensure better safety for fans, and thereby
enhance their experience and likelihood of returning to the stadium.
in and out: Smart stadiums could encourage fans to ‘opt-in’
to a tailored app alerting them to changes in travel conditions,
congestion on the road, adverse weather etc. to make their
journey back home after a match as smooth as possible.

40 rEtail & lEisUrE intErnational DECEMBER 2019 / JANUARY 2020