The O2 to introduce self-serve bars
London’s The O2 has announced the introduction of self-serve bars, powered by Amazon’s Just Walk Out technology.
The AEG-owned arena previously deployed self-order kiosks and self-pour drink stations within the arena in a bid to speed up service and reduce queues.
The self-serve bars will roll out this summer, enabling guests to tap in with contactless payment, select their chosen drinks and snacks, and go – exiting without the need for a traditional checkout.
The O2 (cap. 20,000) says it’s planning to open additional self-serve bars powered by Just Walk Out technology in the future, with a second location set to open later this year.
“Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value,” says Adam Pearson, commercial director, The O2. “The integration of Amazon’s Just Walk Out technology is a direct result of our ongoing efforts, alongside our partner Levy UK + Ireland, to listen to our guests and implement solutions that meet their expectations for convenience and efficiency at every touchpoint. As the world’s leading venue, we don’t stand still and the fan experience will always be a priority for us.”
“Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value”
Rak Kalidas, chief creative officer of Levy UK + Ireland, added: “Our collaboration with The O2 and Amazon is a powerful example of how we are working together to innovate and enhance the fan experience. This project underscores our dedication to leveraging technology to meet the evolving needs of today’s entertainment venues.”
Jon Jenkins, vice president of Just Walk Out technology, Amazon, said: “Bringing Just Walk Out technology to a world-class venue like The O2 is an exciting next step in our continued growth in the UK. We look forward to growing our footprint in the years to come, bringing our technology to more locations across the country with Levy UK & Ireland.”
Earlier this year, the SSE Arena in Belfast became the first indoor arena in Europe to integrate Amazon’s Just Walk Out technology, enabling checkout-free shopping at its Pay & Away shop.
Just Walk Out technology has already been rolled out in US venues including TD Garden in Boston, Lumen Field in Seattle, and Scotiabank Arena in Toronto.
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SSE Arena Belfast adopts Amazon technology
The SSE Arena in Belfast has become the first indoor arena in Europe to integrate Amazon’s Just Walk Out technology, enabling checkout-free shopping.
The technology will be used in the Pay & Away shop, located on the first floor of the 11,000-capacity arena. Once open, guests will enter the store by using their chosen contactless payment method at the entry gate, with the technology then detecting what customers take from or return to the shelves and creating a virtual shopping session.
When guests finish shopping, they can leave without waiting in line, and their chosen payment method will be charged for the items taken.
Just Walk Out technology has already been rolled out in venues including TD Garden in Boston, Lumen Field in Seattle, and Scotiabank Arena in Toronto.
“This checkout-free concept is a radical next step in optimising the customer journey”
“Providing the best experience every time sits at the core of everything we do at The SSE Arena, Belfast and we’re continually looking at ways to enhance our offering,” says Dermot McGinn, group head of food and beverage at The Odyssey Trust.
“We’re incredibly proud to be working alongside Amazon to bring Just Walk Out technology to our venue, and becoming the first arena in Europe to introduce this checkout-free concept is a radical next step in optimising the customer journey. Through a blend of convenience and speed, the introduction of this innovative new technology will ensure that our visitors can get back to the heart of the action as soon as possible, both during events and at Belfast Giants home games.”
Amazon’s Just Walk Out technology is made possible by artificial intelligence like computer vision and deep learning techniques, including generative AI, to help accurately determine who took what in any retail environment, according to a press release.
The e-commerce giant built synthetic datasets to “mimic millions of realistic shopping scenarios including variations in store format, lighting conditions, and even crowds of customers to ensure accuracy in any environment”.
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