Connected Stadium strategy driving customer experience and monetisation
The London Stadium sits as the crown jewel in the Queen Elizabeth Olympic Park, the campus site of the London 2012 Olympics.
With events ranging from Premier League football via anchor tenant West Ham United, Major League Baseball, concerts and global athletics events, the stadium turned to PTI to ensure that consumer experience could flexibly meet the demands of the different event types, ultimately aiming to achieve a personalized experience for any attendee of any event.
PTI were retained to deliver a ‘Connected Stadium’ strategy, with that to sit as a base for a ‘Smart Campus’ roll out across the Olympic Park. In practice, this meant leveraging the underpinning technology stack of Wi-Fi and DAS at the venue by delivering a cohesive and holistic roadmap for how consumer facing digital technologies could be deployed to the end goal.
Further, it then took in the role of data – both addressable and meta – to ensure that the platforms could deliver a personalised experience in real time, making a tangible impact to the bottom line in an venue operators world.
PTI consulted across the technology estate, for all requirements in bowl and throughout concourses, including the Stadium IPTV network and at food and beverage concessions, integrating services such as Click & Collect in general admission seats, and to-seat ordering in hospitality, as well as optimising digital menu boards and ePOS integration.
Graham Gilmore, CEO, London Stadium, said: “We have invested a considerable amount into developing our core connectivity foundations and it was critical to us that we then defined a strategy for capitalising on that investment to create the ideal customer experience. Connecting everything together to create a single customer view that enables a high level of personalisation is our end goal and PTI’s holistic end-to-end approach is absolutely critical in achieving that.”