Fiserv Forum’s place at the center of the sports universe has given fans in the stands the best of two worlds: the pinnacle of professional basketball and the cutting edge of commerce innovation.
Fans at Fiserv Forum – and at hundreds of other sports and entertainment venues – are served an omnichannel commerce experience that seamlessly connects digital purchasing interactions throughout the venue. By using their mobile phones or visiting kiosks, fans can order food and beverages, pay for items digitally, and get notified when their order is ready for pickup.
In a recent conversation, Geoff Johnson, vice president and general manager, Bypass, Fiserv, discussed how Fiserv Forum is showcasing where commerce innovation is today and where it can go.
“Our technology has helped usher in a new era of cloud-based point of sale, and there are some big gains in making it easier for operators to manage remotely,” he said. “But we also see the future as not just a cloud-based register at the concession stand, but rather a connected ecosystem that integrates concepts like kiosk and mobile.”
COVID-19 ushered in some of that change, Johnson said, by adding urgency to creating environments where people feel safe. But the innovation goes beyond health and safety to presenting intuitive, seamless experiences.
“When you come to stadiums using our technology, such as Fiserv Forum, you will find there isn’t a traditional line at the concession stand anymore,” he said. “There’s a bank of kiosks and a QR code for you to scan to either open a web view or download the team app. That creates your ordering experience, and the efficiency there is amazing.”
The efficiency is there for vendors as well. Stadiums that host only 10 events a year couldn’t justify having advanced kitchen technology. But the back end of the omnichannel technology provides, for instance, timestamps for orders, payments and pickups.
Those analytics, Johnson said, allow venues to analyze how well they are performing at different points in time, making adjustments as needed.
“Now you’ve closed the loop on that efficiency tracking,” he said. “You understand how to staff your stands and how to deliver the right expectations to the guest.”
Johnson said the latest innovations can exceed guest expectations by offering benefits beyond seamless ordering and services. Fans using their devices to order can receive personalized interactions, join loyalty programs and earn customized rewards. The sports team can also enhance the experience by providing insight and promotions for nearby venues to visit when the game ends.