National Merchandise taps QR codes and Click & Collect as Ariana Grande tour arrives in London
Ariana Grande’s The Eternal Sunshine Tour has arrived in London, with a ten night residency at The O2. And National Merchandise has mobilised its largest arena merchandise operation to date, with the aim of delivering an extensive retail experience across the venue and beyond.
This features: Click & Collect ordering; QR code ordering; full retail store takeover and fit out; retail units servicing the external crowds; additional trailer unit supporting pre door sales; multiple merchandise stands throughout the venue.
In a LinkedIn post, Phillip Jones, Commercial Director at National Merchandise, said: “As we head into night six, we’ve officially tipped over the halfway mark and there’s still plenty of amazing stock to sell. The 🐻 lip gloss is already proving to be a must have, alongside the exclusive vinyl, with plenty more fan favourites available across the operation.”
He added: “This truly is a one of a kind show, and the incredible build up around The O2, both inside and outside the venue, adds another layer to the event day experience. A huge effort from the entire National Merchandise team to deliver an operation of this scale.”
2026 RTIH Innovation Awards
Click & Collect will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
