Newcastle United FC uses live data to respond to customer needs

Newcastle United FC is one of the UK’s oldest football clubs dating back to 1892, but it is bang up to date when it comes to technology.

Working with Sodexo, the club’s food and event management service provider, Newcastle United holds the record for having the largest number of Aztec and POS terminals under one roof  336!

Attracting an average weekly gate of 42,000 people, plus hosting other high crowd pulling events such as the World Cup Rugby and pop concerts, it’s vital that Sodexo has the necessary data and tools to provide a responsive service for customers.

“We have been working with Zonal since 2008 and have never looked back”

Claire Appleby, Commercial Manager

“The Aztec EPoS technology has revolutionised the service we offer fans and corporate guests, by giving us valuable live data so that we can respond to specific needs as they arise in the ground.  For example, we can move staff around the ground to peak areas and shift stock items, such as hot dogs, if they’re proving more popular on a particular station.

Newcastle’s Aztec solution includes Zonal’s card payment systems (ZCPS), with its integrated Chip & Pin – and contactless functionality.  ZCPS simplifies the payment process and enables retailers to turn customers faster, streamline processes, reduce operating costs and maximise revenue potential.  Plus some tills are now able to take mobile payments, when contactless enabled, and use the very latest Apple Pay technology.

“When they’re at a football match or concert, nobody wants to wait for their snacks or drinks”

“So, using contactless payment is a great way to reduce queues and improve speed of service and we are seeing a growth in demand for automated payments.  For example, almost half of the 12,219 cashless transactions during our three World Rugby Cup fixtures, were contactless.  Its early days, but we can see a time, in the not too distant future, when all our tills will be contactless enabled” Claire added.

The experience at Newcastle United, is supported by Zonal’s research, which reveals a marked increase in demand for mobile payment, with over half of all consumers keen to use mobile devices to speed things up when drinking or dining out.  The research carried out in partnership with CGA Peach, shows that half (51%) of 18 to 44 year-olds say they are ready to use their mobile device for payment.

Fully integrated with Aztec, Zonal’s Loyalty module gives hospitality outlets a powerful insight into customer data enabling them to operate tailored customer programmes around preferences, frequency of visits and products purchased.

Loyalty programmes can be created to incorporate schemes such as collecting points, accumulate cash back or receive bonus items or discounts.

We can really see the benefit of integrating Newcastle’s loyalty programme within the EPoS system, giving us and the club valuable insight into the behaviours adopted by fans and the ability to tailor our rewards accordingly, said Claire.

“The Zonal team is extremely knowledgeable and is able to serve up solutions that meet our very specific needs.  They are always on hand to offer support and are very much part of our team”

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