FSM
Commercial Development
Cashless payments provide the right result
Introducing cashless payments gives clubs the opportunity to improve the fan experience while improving the efficiency of matchday commercial operations. While fans benefit from
spending less time queueing and more time enjoying the game, the club benefits in myriad ways, from increased revenue, easier reconciliation, a reduction in cash drops, improved health and safety and providing a better experience for their fans. Fans can use their existing
season ticket to securely purchase whatever they want in and around the ground including car parking, programmes, merchandise at the club shop, and food and drink. All the data is securely kept by the club, enabling them to understand spending habits, frequency, customer needs and create new opportunities to grow revenue. It also helps them devise personalised marketing to help reinforce the club’s relationship with individual fans. In addition, the technology virtually eliminates payment fraud. Contactless payments are already a part
of everyday life, with more than three billion contactless transactions taking place in the UK in 2017. However, there is a fundamental difference between contactless and cashless payments that clubs should heed if they are to avoid missing out on commercial revenue. Cashless payments generate valuable data
on the preferences of the person making the transaction while enabling the club to take control of the financial ecosystem within the stadium. In a football context this means that clubs who introduce cashless systems can use these insights to maximise sales and improve the supporter experience week by week. By going cashless, stadiums can get deeper
insights on their fans’ spending behaviour, which can be used to ensure that the right levels of stock are ordered for each kiosk and that the right number of people are
22 FSM
employed. This results in no more inefficient inventory or staff shortages on match day. And it’s not just at the game where cashless works. Wherever fans congregate together it can change the fan experience. Manchester City will work with tappit to offer cashless at its fan screenings in various Asian cities so fans can concentrate on watching the big game. Damian Willoughby, Senior Vice President
of Partnerships at Manchester City Football Group, said: “Manchester City wants to give the fans the best experience possible and this is why we have partnered with tappit. Football and technology are more closely linked than ever and want our fans to enjoy interacting with the club when attending one of our many live events around the world. We hope this will give our fans more time enjoying experiences with the club they love rather than queuing for refreshments.” Clubs using tappit’s cashless payments technology can increase revenue by more than 20% based on two main factors. Firstly, individual transaction times are significantly reduced – shorter queuing times benefiting not just fans, but the club too by allowing more transactions to take place. Secondly, the customer data provided by tappit enables clubs to create targeted marketing, encouraging fans to spend more on their
favourite products and further boosting revenue. With tappit’s multi-purpose
technology, clubs benefit from improved cash management and optimised reconciliation. Moreover, they can receive a wealth of payment information about individual fans’ spending habits – such as what they are buying, when and where – which they cannot get from a standard contactless system. The technology works any-
where and is ideal for events that involve a large volume of transactions in a short space of time. It is quick and easy for
clubs to integrate without overhauling their existing payments technology. The physical implementation of a cashless system is easy to set up, as it simply sits on top of the current payment technology, making it ideal for permanent installations at clubs, stadiums and venues of all sizes.
About tappit
tappit enhances live experiences, providing technology and insights to make events better and more profitable. tappit is passionate about improving the
experiences of attendees at sports, festivals and entertainment venues; a passion born of the fact that we are a team of sports fans, music enthusiasts and event lovers. The tappit platform has cashless payments
at its core and also offers access control, registration, detailed reporting and easy integration with existing systems. We reduce queues, maximise profit, eliminate fraud and provide event organisers with valuable data and insights. Events and venues around the world
provide the best cashless experience using tappit, including: Birmingham City Football Club, Bestival, Emirates Airline Dubai Rugby 7s, Creamfields, Abu Dhabi Grand Prix and the World Surf League. For more information visit
http://bit.ly/tappitMCFCweb
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