Rugby Football Union installs mobile commerce technology

The Rugby Football Union (RFU) is implementing a mobile commerce services in its Twickenham stadium

The Rugby Football Union (RFU) is implementing mobile commerce services in its Twickenham stadium.

The system will help the RFU reduce queues and streamline payments at the UK's largest rugby stadium.

This is Twickenham’s first foray into m-payments as part of a wider RFU strategy to enhance the match day experience for fans.

“We want match days at Twickenham Stadium to be as enjoyable as possible for fans,” said Sophie Goldschmidt, chief commercial officer, RFU. “We’re constantly looking for ways to improve the fans' experience by embracing new technologies and innovations.”

Fans will be able to use a new ZNAP mobile app to place orders, make payments, and collect loyalty benefits.  The RFU hopes queues for food and drink will be reduced if visitors use the app to pre-pay for items.

The service will be available at the RBS 6 Nations games at Twickenham Stadium, where England face Ireland and Wales in the coming weeks. The ZNAP application will be marketed to fans via our match programmes, mid-tier LEDs in the stadium and pre-event emails, alongside promotion teams and onsite posters.

The RFU also said it is installing Wi-Fi in the stadium using ZNAP at six locations for visitors who wish to log on if they face connectivity issues during a busy match day.

ZNAP QBE trial

The RFU selected ZNAP as its supplier following a trial at the QBE Internationals. During the trial, selected fans used ZNAP to pre-order food and drinks at Twickenham Stadium. Fans then went to a special pick-up queue to scan their code and collect orders. This increased volume and fans saw faster serving times, without extra staff. "We were really pleased with the results we had – for example a redemption rate that was significantly above the average for a sporting event," said Sophie Goldschmidt, chief commercial officer, RFU.

  • The first 500 downloaders were given a £5 voucher – 40% of which were redeemed (average redemption rate for vouchers at a sporting event is 3%)
  • 888 people downloaded ZNAP and 597 (67%) people registered for use
  • A total of 1011 items were bought with an average value of £5

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