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RFU in Twickenham m-commerce first

By Retail Technology | Wednesday February 12 2014

New mobile payments technology will help sporting body reduce queues and streamline payments at the world’s biggest rugby stadium following a successful trial

The Rugby Football Union (RFU) has selected mobile payment platform ZNAP as the first, preferred provider of m-commerce systems at Twickenham. 

The deal was agreed after a successful trial at the 2013 QBE Internationals. ZNAP is part of a wider RFU strategy to enhance the matchday experience for fans at the ‘Home of England Rugby’. 
 
ZNAP is a new mobile app that enables users to place orders, make payments, collect loyalty benefits and more on everything from drinks to ticketing. Fans can use the system to pre-pay for food and drinks at six bars around the stadium to cut queuing times. 

The service will be available at the upcoming RBS Six Nations games at Twickenham Stadium, where England face Ireland and Wales.

Embracing new tech innovations
 
“We want match days at Twickenham Stadium to be as enjoyable as possible for fans. We’re constantly looking for ways to improve the fan experience by embracing new technologies and innovations,” said Sophie Goldschmidt, RFU chief commercial officer. 

“We chose ZNAP because the platform enables us to speed up shopping times, reduce queues and deliver special offers and loyalty rewards. We hope our first foray into m-commerce will make a big difference to fans.”

At the recent trial, a select group of fans were given the opportunity to download ZNAP and pre-order food and drinks at specific Twickenham Stadium bars. 

Deploying scanning payment system

After ordering, fans went to special Express ZNAP Pick-Up Queues to scan their code and collect their pre-prepared orders. Increased volume and faster serving times were achieved without the addition of staff, new infrastructure or expanded premises. As a result fans spent less time queuing and more time enjoying the game.
 
The first 500 downloaders were given a £5 voucher – 40% of which were redeemed (average redemption rate for vouchers at a sporting event is 3%). A further 888 people downloaded ZNAP and 597 people registered for use, giving a conversion rate of 67%. And a total of 1,011 items were purchased, with an average value of £5.

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