Case Study - Seat Serve App Cuts Queues At AJ Bell

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28 July 2017

SeatServe, an app for Apple and Android devices, enabling sports fans to order food, drinks and merchandise on their smartphone and have it delivered to their stadium seat by existing concessions has news of a successful trial with Sale Sharks.

Since November, AJ Bell Stadium caterers Elior, have treated Sale Sharks fans to the innovation already being used in the US. Cashless deliveries during breaks in play markedly improved the fan experience, reducing ‘seat traffic’ and cutting queues. Seat Serve report increased sales at the participating outlets with minimal impact on Eliors front-of-house operation.

In a section of the stadium covering 3,500 seats, the number of downloads of the app fell short of the target 5% at 3.2% but the conversion rate – those who then ordered through the app once they had it – was twice as many as expected at 20%. The re-order KPI was also higher than hoped, with 17% ordering at least twice.

Seat Serve outlets were calculated to be around 4% more productive than the same fixture the previous season (adjusted to account for crowd numbers).

Higher margin items like beer – perhaps not surprisingly – were ordered most often.

Games when fans received an email newsletter informing them about the service had double the amount of registrations than other matches. Tannoy announcements drove twice as many orders through the app than other games. Flyers on the backs of seats and big screen announcements also increased interest. As did highly

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