micros Case Study Stadiums & Arenas around the globe are using sophisticated POS solutions to improve service Streamlined technology infrastructure minimizes costs and improves operational efficiency The fast paced, customer centric stadium and arena environment requires technology solutions that are easy to use, reliable, and robust enough to cater to tens of thousands of fans who are in a rush to grab food and get back to their seats. Managing a stadium operation is not an easy feat, but with the correct technology solutions, complex managerial tasks can be simplified to allow operators more time to focus on their largest business asset their customers. The MICROS 9700 Hospitality Management System (HMS) is a point of service platform that supports food and beverage outlets MICROS Systems has created highly integrated, flexible, and scalable products with customers needs at the forefront of product development. The company has helped numerous stadia and arenas around the globe implement value added technology innovations to their parks to compete with other venues for business and increase revenue. Fan convenience has become a central component of managing a stadium or arena, with particular importance placed on the ease of purchasing food and beverages, or retail items.
Page 2 Fan Convenience Chase Field, home of the Arizona Diamondbacks in Phoenix, Arizona has worked with MICROS to implement solutions that are convenient to its fans. The venue is utilizing the MICROS 9700 Hospitality Management System (HMS) as its point of service platform to support all of its food and beverage outlets. The stadium has also implemented Motorola MC 55 handheld devices to facilitate in seat service, providing a convenience to its fans at the club level. With this feature, fans never have to leave their seats and miss an important play or song. Another offering provided at Chase Field is the app MLB.com At Bat, which allows fans to order food and beverages directly from their smart phones. Fans are then able to obtain their orders at designated pick up locations called At Bat Express Lanes. An additional fan convenience that has been instituted at Chase Field is loaded ticket functionality, allowing the stadium to accept loaded tickets as payment at the POS terminals. A realtime loaded ticket interface between STADIS and the MICROS 9700 HMS permits ticketholders to preload value onto the ticket and then scan the ticket at the POS terminal to pay for food and beverages. This interface not only provides a convenience to the fan, but it also allows Chase Field to track sales details by ticket, including where the items were purchased, and evaluate buying patterns in real time. Online Opportunities The Internet offers a multitude of opportunities for stadia, arenas, and sports teams to generate additional revenue, reduce operating costs, and build one onone relationships with fans. E commerce opportunities have proven to be a great asset to sports organizations and venues, where fans can interact with the group on their own time and terms. In the UK, the MICROS e commerce subsidiary, Snow Valley, has been working with the retail division of Liverpool Football Club for a number of years to operate its online retail store. The site has been crafted to be extremely resilient to the huge spike in website traffic when a new kit or uniform is released for purchase to the public. While most retailers expect their web traffic to peak during November and December, Liverpool s web store must be prepared year round to ensure that fans can successfully place their order. Another key aspect to Liverpool s web store is the support of kit personalization, which uses an interactive widget on the homepage to allow fans to type in their name and see how the shirt will look. Liverpool was also the first football club to launch a mobile friendly store from its e commerce platform after the realization that a lot of traffic to the web store was coming from mobile devices. Using a tailored interface, customers who access the web store through a mobile phone can browse through merchandise and quickly place orders. Even with this mobile store, Liverpool s retail division
Page 3 can fully manage its entire web store from one single manager tool suite as it is fully integrated with the core e commerce platform. Liverpool was also the first football club to launch a mobile friendly store from its e commerce platform after the realization that a lot of traffic to the web store was coming from mobile devices. Using a tailored interface, customers who access the web store through a mobile phone can browse through merchandise and quickly place orders. Even with this mobile store, Liverpool s retail division can fully manage its entire web store from one single manager tool suite as it is fully integrated with the core e commerce platform. Superior Service Providing superior customer service is extremely important to the hospitality teams at all venues. Numerous implementations of Hand Held Terminals (HHTs) have proven to dramatically improve service times at stadia and arenas. Venues have improved order accuracy, control, and customer service, with the easily deployed HHT solution. With hundreds of staff members at stadia and arenas, the HHTs eliminate the need for handwritten orders, reducing the margin of error. The HHTs also improve control by requiring an order to be placed through the HHT and dispensing a receipt at the bar or kitchen area, ensuring the item is accounted for before leaving the food and beverage outlet. This improves the accuracy of stock levels and reduces inventory shrinkage. When the MetLife Stadium, home to the New York Jets and New York Giants, opened in 2010, it was twice as large as the former stadium, requiring innovative technologies to deliver quality service to its customers and to greatly enhance the individual fan experience. The stadium opened its new state of the art facility with the MICROS 9700 HMS, MICROS s mymicros.net business intelligence platform, MICROS s icare loyalty solution, and Mobile MICROS HHTs. The combination of these products provides the 82,500 seat stadium with a flexible, secure, and easily managed solution that delivers the business intelligence and operational efficiencies to drive overall revenue, while decreasing operating costs and boosting the fan experience. The MICROS icare loyalty solution offers a number of customer relationship management (CRM) modules to track sales as well as fan activity from one central database, providing a full view of each customer and allowing MetLife Stadium to determine who its core customers are, as well as attract new or less frequent customers. With 130,000ft2 of lounges that span four different levels, the stadium required the tools to provide personalized and superior service to its customers. MetLife Stadium s use of the MICROS 9700 Perpetual Inventory Package allows for integrated inventory and purchasing of materials to ensure that the appropriate quantities of merchandise and food and beverage items will always be available without costly spoilage or even worse, revenue loss due to stock outs. To cater for its first class fans, the stadium has also implemented the MICROS 9700 Suites Management application for food and beverage operations in its luxury suites, and the Mobile MICROS solution for conveniently servicing premium dining locations with HHTs.
Page 4 Integrated Technology Gathering data on customers and their purchases to improve business operations is a tedious task that business operators face on a daily basis. MICROS has derived a software as a service (SaaS) POS platform to help alleviate some of these pressures and allow the operator to step out from behind the computer to in front of the customer. The MICROS Simphony Enterprise Solution is a cloud based POS system built on Service Oriented Architecture (SOA), which helps venue managers tightly control operations and stay ahead of the competition, all while building stronger customer relationships. MICROS has partnered with one of the largest hospitality companies in North America for sports, entertainment and convention venues, to bring MICROS Simphony live at its first stadium. The system included the first integration between Simphony and MICROS s Digital Menu Boards. Changes such as menu items, pricing, promotions, and product descriptions can be made in one place and reflected in real time on workstations, menu boards, websites, kiosks, and mobile ordering systems across the venue. This was also the first site to implement Simphony Venue Management, a tool for perpetual inventory, which provides comprehensive reports that show how to reduce labor costs, theft and spoilage, and improve operational efficiencies. Simphony boasts a wide array of user friendly features that allow stadium employees to focus on fans rather than technology. Marketing to today s stadium and arena customer is more than providing rapid service and completing the interaction. While speed of service is still a key factor, building a bond with the fan is just as important. An overall customerbased program is necessary to provide the best possible service. MICROS s technology solutions make this possible for stadia and arenas worldwide.
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