NCR Corporation (NYSE: NCR) today announced the successful integration of radio frequency (RF) technology with the Quest Venue Management software solution and the Lightning’s hockey jerseys, helping drive sales and loyalty at games. NCR worked with Tampa Bay Lightning to roll out the program, which required installation of 10,000 RF chips into exclusive season ticket holder jerseys and the integration of approximately 250 RF readers into the Quest terminals throughout the arena.
Full season ticket members are rewarded with the exclusive jersey, enabling them to get discounts on food, beverages and retail items when wearing the jersey at home games. Discounts are delivered when the RF chip, embedded into the sleeve of the jersey, is scanned with the RF reader at checkout at a concession stand or in the retail store. Since implementing the program the Lightning have seen a significant increase in demand for full season tickets and a sea of blue jerseys in the stands at home games.
“This innovative technology enables us to track and identify spending patterns and preferences of our season ticket members to help us provide even better service,” said Brad Lott, executive vice president of sales and marketing, Tampa Bay Lightning. “Our season ticket members absolutely love their new jerseys and are taking advantage of the discounts provided exclusively to them.”
Approximately five years ago, the Lightning selected the Quest venue management solution based on its capability to fully support the team’s retail, suite, concessions and restaurant operations. In 2010, the team came under new ownership, who challenged team executives to build a unique program to jumpstart season ticket sales. The result was the season ticket holder jersey concept.
“With so many choices available to fans for where and how they watch sporting events, teams need to create a unique experience in the arena, driving loyalty and engagement,” said John Brasch, general manager of the Quest solution, NCR Hospitality and Specialty Retail. “We’re very proud to be partnering with the Lightning to activate their forward-thinking, innovative marketing programs.”
NCR acquired Radiant Systems, Inc. in August 2011, positioning the company as the leader in hospitality and specialty retail with more than 100,000 installations worldwide. Customers include leading brands and venues in the restaurant and food service, sports and entertainment, petroleum and convenience and specialty retail markets.
