As consumers return to in-person experiences, point-of-sale (POS) technology providers are racing to become the go-to for sporting arenas, offering digital technologies to speed up the payment process, allowing eventgoers to spend more time in their seats.
With the return of baseball season, many providers have been announcing new mobile payment solutions and self-service options at Major League Baseball (MLB) stadiums. Not to be outdone, Instacart announced Wednesday (April 20) that it is launching a new POS system at Boston’s Fenway Park.
The system, entitled the Caper Counter, is created by Caper AI, a software company that Instacart acquired in the fall that makes checkout systems and other artificial intelligence (AI) retail technology. With the Counter, consumers place their items on the device, which scans them with computer vision, after which consumers select their payment option.
Read more: Instacart Acquires Smart Cart Creator Caper AI to Power Omnichannel Tech for Grocery Store Customers
Instacart Vice President of Engineering Lindon Gao said in a statement that the device cuts the transaction time by 65%.
“We know fans increasingly want a more engaging, seamless and contact-free checkout experience,” he said in a statement. “By helping to speed up the checkout experience, fans can spend less time buying their peanuts and beer and more time where they want to — in the stands, cheering on their team. We’re excited to continue bridging the gap between in-store and online experiences through our omnichannel solutions and look forward to expanding our partnership with Aramark Sports + Entertainment in the future.”
The Counter comes to the stadium in partnership with Aramark Sports + Entertainment, and three of them are available at different parts of the venue.
The news comes as many baseball stadiums upgrade their payment technology, looking to meet the increased digital expectations of the post-2020 consumer. For instance, cloud technology company Oracle is bringing mobile ordering to the San Francisco Giants’ Oracle Park.
See more: Mobile Ordering Comes to Baseball Stadiums Across the Country
The Saint Louis Cardinals have introduced self-serve concessions stands wherein consumers can scan their own items, as well as mobile deliver-to-seat ordering. The Houston Astros, meanwhile, have brought Amazon’s Just Walk Out cashierless checkout technology to two concessions stores in Minute Maid Park, the team’s stadium.
Read more: Sporting Venues Use Frictionless Payment Tech to Enhance Event Experience
In an interview with PYMNTS, Sandeep Satish, head of the sports and entertainment analytics practice for Levy and E15, explained the importance of quick checkout options at sporting events. In late 2021, Levy partnered with Verizon and retail AI solutions provider AiFi to open a frictionless checkout food and beverage shop at NFL team the Detroit Lions’ Ford Field stadium.
“First and foremost is speed of service,” Satish said. “We know that our guests want to get back to their seats to watch the game, the concert or the convention that they’re at, and it’s really important for us to figure out how can we do that that’s not the traditional concession stand model.”
See more: Live Event Venues Reduce Audience FOMO With Frictionless Concessions
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