Sodexo Live! boosts fan experience for Brighton & Hove Albion with new AiFi powered frictionless store
Sodexo Live!, the venue partner of Brighton & Hove Albion since 2013, says that it has made a significant investment at the American Express Stadium, to enhance the experience for fans and guests alike.
Last week saw the launch of a new retail store, the West Stand Tap, which is fully automated and allows guests to walk up, scan their payment device (card or phone), grab what they want and then walk out to complete their purchase.
The aim is to provide fans with a quick service retail solution that offers key items on matchday. Items available include a selection of beer, lager, cider, soft drinks and pies and sausage rolls from local favourite Piglet’s Pantry.
A fan event to test and trial the store was arranged and took place on 3rd December.
This was made up of approximately 60 supporters who got to try out the facility and share their thoughts and feedback ahead of the opening last week.
Feedback from supporters included: “very smart, very modern, very clean looking. Quite sophisticated”; And, “I think it’s going to benefit fans. I think this could really make it easier for those people to just go in, get their simple pies and pints and leave very quickly.”
Sodexo Live! has partnered with AiFi to develop and deliver the frictionless store.
The store and recently installed permanent fixed self-serve beer wall, (which was the first in Europe at a Premier League stadium) are a key part of the drive to provide fans with enhanced levels of experience, reduced queues and more time to enjoy their visits to the American Express Stadium.
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