Sports and music fans in Sydney will soon be in for a treat with Accor Stadium having engaged tech company Plexure (ASX/NZX: PX1) for a dedicated app for the stadium’s loyalty program to be designed with a focus towards improved customer experiences at the iconic stadium.
The engagement will leverage Plexure’s existing technology from their recently acquired subsidiary TASK which previously developed an app for CommBank Stadium in Western Sydney with excellent feedback from fans.
As one of the largest stadiums in Sydney and operated by VenuesLive, Accor Stadium hosts NRL and AFL matches as well as large music performances. Using the new app, members and the general public will have a dedicated QR code that can secure entry to the stadium as well as be scanned at Point-of-Sale terminals throughout the stadium to accrue loyalty points.
“This decision validates our approach to move away from multiple third parties for our app projects towards consolidating them with one of our leading technology providers, TASK, who can manage all the transactional elements of our systems in and around our event activities,” said Daniel Farrar, General Manager Marketing, Digital and Technology at VenuesLive.
“When we implemented the CommBank Stadium App a few years back, we witnessed the instant benefits of having one system with our customer-facing application intrinsically tied to our transaction system for membership and rewards.”
With customers scanning their app at terminals throughout the stadium to collect points, VenuesLive will be able to collect more customer insight data, enabling them to focus on promotional activities rather than just blasting emails under the defunct ‘scatter shot’ approach. This will enable the stadium operator to alert customers when tickets to an event they are interested in are on sale, as well as pitch promotional products that the customer is likely to engage with.
Furthermore, accruing points will likely be convertible to products, further strengthening customer loyalty at the Stadium.
“This is a fantastic project for our team and extends our highly valued partnership with VenuesLive further into the future. It’s awesome to work with such an innovative customer who is always looking for new ways to engage with the consumer,” said Dean Houden, General Manager at TASK.
The app will be developed primarily with APIs that instantly link the scanned QR codes to a backend operated by TASK. These are then integrated with event software and business intelligence modules. Longer term plans also include online ordering functionality and inventory control systems which are becoming increasingly popular at stadiums around the world to reduce crowd density at retail stores, and speed up the purchasing process with a focus on improved customer experiences.
Being developed in a scalable manner, Plexure expects that the app can be white labelled for new venues within a matter of days on engagement.
The engagement by VenuesLive continues a string of wins in Australia for Plexure which in December 2021 was selected by Venues NSW to deploy a transaction management platform across the Sydney Cricket Ground and the new Sydney Football Stadium.
Alfred Chan is a Business Reporter at The Sentiment specialising in ASX-listed small cap companies, a bloodstock enthusiast and former equities analyst.
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