The Welsh Rugby Union has launched Wales’ first-ever Amazon checkout-free stores in order to slash food and drinks queues at the Principality Stadium.
The new stores will make their debut in Sunday’s Community Shield between Arsenal and Manchester City, where more than 70,000 fans are expected to visit the stadium. Named ‘Now in a Minute’, the new stores – located on level 6 of the stadium – will allow fans to tap their payment card to enter before choosing what they want.
Following that, there will be no need to checkout – removing the need to queue at a traditional till.
Instead, Amazon’s Just Walk Out technology will use sensors to identify what items have been picked up, with the charge added to your card.
Hospitality partner Aramark UK Have worked with the Principality Stadium to introduce the new technology, which is already in use at Everton’s Hill Dickinson Stadium.
Similar technology has been used elsewhere in the world, with travelling British and Irish fans likely to have used the same checkout-free store at the Melbourne Cricket Ground in Australia last summer.
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The stores will include a range of food and drink, including pies, confectionary, soft drinks and alcoholic beverages.
Former Wales international Scott Quinnell was among the first to try out the new stores, with the WRU posting a video of his experience.
The launch is the latest phase of ongoing investment to enhance the experience for visitors through new hospitality and retail innovations.
The stadium recently installed more than 20 self-service eBars.
“We’re continually looking for new and innovative ways to enhance the experience for the millions of fans who visit Principality Stadium each year,” said Tomos Grace, the WRU’s chief commercial officer.
“The introduction of our new ‘Now in a Minute’ stores gives supporters a faster and more convenient way to access food and drink on event days.”
Tom Ford, VP Marketing, Strategy and Culinary at Aramark UK, added: “When we launched our partnership with Principality Stadium and the Welsh Rugby Union, we spoke about our ambition to put fans and visitors at the heart of everything we do.
“The launch of ‘Now in a Minute’ is another important step on that journey, combining innovative technology with great hospitality to make the matchday experience even better.
“By making it quicker and easier for supporters to access food and drink, we can help reduce queues while enabling our teams to focus on delivering great service and creating memorable moments for guests across the stadium.
“We’re proud of what we’ve achieved together so far and excited about what’s still to come.”
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