The Tampa Bay Rays tap Zippin technology for checkout free Short Stop store launch
American baseball team Tampa Bay Rays have brought a new checkout-free concessions experience to the Budweiser Porch located in Center Field.
The concept, called Short Stop, utilises technology from Zippin.
High resolution camera tech and shelf sensors eliminate the checkout process. Fans validate a payment type upon entry into the store, grab what they want, and exit the store.
“From digital ticketing to becoming the first major league sports venue to go cash free in 2019, imagining new ways to improve the fan experience through technology is part of our DNA,” says Tampa Bay Rays Chief Business Officer Bill Walsh.
“This type of frictionless experience is the next step in that journey, where fans spend less time in line and more time watching the action and having fun.”
Checkout-free stores: retail’s next normal or overhyped and of limited value to high streets?
Checkout-free is retail's next to next normal, says Krishna Motukuri, CEO and Co-founder at Zippin.
In a recent tweet, he observed: “This is unfolding rapidly across stadiums and airports in the US and spreading to the rest of the world. Self-checkout and scan and go have too much friction to survive in the long run.”
There is undoubtedly a lot going on in this space. Barely a week goes by without yet another high profile store opening involving hot startups like AiFi, Trigo, Standard AI, and Grabango.
Earlier this month, for instance, REWE opened its fourth Trigo powered store, situated in Cologne, Germany’s fourth largest city.
Located in the Sülz neighbourhood, this is, at 564 sqm, Trigo’s largest store to date.
At the same time, however, autonomous stores have been on the retail scene for a few years now and yet live in the high street we’re not really seeing the penetration that, if they’re being brutally honest, investors and retailers trialling the technology would admit they want.
By way of example, in January, Amazon Fresh UK closed its Dalston, London location, less than 18 months after opening it in a blaze of glory.
It is also understood to have walked away from talks on dozens of sites, and stopped its search for more locations.
According to media reports, Amazon has slammed on the brakes due to sales falling short of expectations and fit out costs being multiple times higher than with a standard location.
We at RTIH have certainly been hearing that Amazon is not alone here. Across the board the price point is too high and therefore limiting adoption.
Until both consumer demand drives it and the ROI shows a real win, then this will continue to be a cool technology but of limited value in the high street.
The key win is to eliminate queuing at the checkout and that’s where the consumer will see significant advantages.
But in 2023, amidst major economic turmoil, the focus is on cost consciousness, and, in our humble opinion, without the ability to drive down costs this space is two or three years away from truly going mainstream.
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