Most sports fans are overwhelmed with information from the moment they walk through the doors of stadiums around the world. Whether it’s advertising, wayfinding, audio, or print, the flow of information is seemingly endless and most of it goes unnoticed. Over the years, concessions menus have been made of simple boards with a product list and an occasional picture; however, optimized Digital Menu Boards (DMBs) are changing the game and creating revenue increases that have been unprecedented in previous years.
The six key steps to an optimized Digital Menu Board content include:
- Menu Item Sales
- Zone Position Menu Mapping
- Identify Optimal Viewing Path
- Menu Item Positioning
- Space Allocation Confirmation
- Test – Measure – Validate – Evolve
This proven system actively engages fans while influencing their purchase patterns, satisfaction, speed of service, and communication. Menu boards with this level of intelligence are available to every stadium, and this modern technology can be used to hyper-target consumers by changing the signage based on the weather or who’s winning the game. The possibilities are endless as this type of influence and tracking can change the overall increase in revenue, staffing decisions, concessions availability, and traffic pattern within the stadium itself.
Essentially, most DMBs started with the goal of easing the effort involved in changing prices, improving the visual aesthetic, and reducing environmental impact; however, as DMBs have progressed, new areas of focus are curating content to match customer preferences, increasing integration with point of sale (POS) systems, and extending the menu with new merchandising.
According to Oracle Hospitality’s 2016 Fan Experience Report, the number one area for stadium quality improvement is food and beverage with technology coming in at a close second. According to their report, if the wait times in concessions lines were cut down to 50% of their current averages, fans would spend an additional $20 on food and drinks. DMBs have the potential to shave off the extra time as studies show a 15-second drop in wait time per transaction where digital signs are used.
The beauty of Data-Driven Digital Signage is that it also provides a unique customer experience where each fan feels like the content was curated for their individual needs. By using predictive intelligence and driving digital menu content automatically by aggregating data points from consumers at each event, Digital Signage can combine with any POS system to collect and synthesize information like weather, inventory, wait time, ticketing, and consumer information.
The opportunity with the evolution of optimized Digital Menu Boards and integration between Digital Signage and POS systems will transform the traditional fan experience in stadiums & arenas while increasing ROI and overall revenue. Stepping into the future, the sports and entertainment industry will only grow by capitalizing on these modern technologies.