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2015 ArenaManagement ConferenceSeptember 20-22 / St. Louis, Missouri
F&B Point of Sale: How EMV will Alter your Guest Experience
Brandi Kler, SVP Product Management, Allure Global Solutions
Outline
• EMV
• Mobile Payment
• Leveraging Mobile
Today’s Presentation
How many of you have implemented or are prepared to
implement EMV by the October 1 deadline?
Poll
Credit card fraud is at an all-time high, with $8.5 billion in annual fraudulent
card transactions experienced in the U.S. alone.
SOURCE: Mobilizing EMV in the US, Mobile Payments Today, Sept 18, 2015
• Europay, MasterCard, Visa
• Chip and Pin
• Smart chip card
• Chip enabled smart card
What Is EMV?
• EMV – fixes card data using programmable chip
• Tokenization – protects the storage of card number in POS
• P2PE encrypts acceptance and transmission of card data
EMV, Tokenization & P2PE
By October 2015 about 70% of U.S. credit cards in use will have EMV chips
SOURCE: “MasterCard Exec: Why the Move to chip-cards is so important”, Fortune Magazine, July 22, 2015
The Consumer Experience• Slide card• Receive message that you must insert card• Insert card• Wait • Sign or Pin• Remove card• Complete transaction
EMV
What percentage of your overall attendance is represented by Millennials?
Consumer Generations
Poll
SOURCE: Thin Difference, http://www.thindifference.com/wp-content/uploads/2013/04/Generations-Healthcare.jpg
SOURCE: opendorse.com
Sports Fan Demographics
Sports Fan Demographics
SOURCE: opendorse.com
The number of mobile
wallets using contactless
technology is expected to
reach 200 million by the
end of 2016,
representing growth of
more than 100% from
the end of 2014.
SOURCE: Jupiter Research, Sept 8, 2015
Mobile Wallet
SOURCE: Samsung Pay vs Android Pay, www.tomsguide.com, August 13, 2015
Mobile Wallet Landscape
33% 0f Millennials will use a mobile wallet in 2015.
5% of U.S. Consumers currently use a
mobile wallet and 18% intend to use
one in the next year
SOURCE: One in three Millennials to use a mobile wallet in 2015, www.nfcworld.com, February 3, 2015
SOURCE: “Cell Me the Money: Unlocking The Value in the Mobile Payment Ecosystem.”, Deloitte, 2011
Who Is Using Mobile Payments?
Millennials: Who Are They?
Exercise
A
• Friendly
• Open-Minded
• Intelligent
• Responsible
• Thoughtful
B
• Self Sufficient
• Engaged
• Motivated
• Caring
• Fun-Loving
C
• Politically-Motivated
• Protective
• Mature
• Smart
• Innovative
Consumer Generations
SOURCE: Thin Difference, http://www.thindifference.com/wp-content/uploads/2013/04/Generations-Healthcare.jpg
SOURCE: National Association of Collegiate Directors of Athletics (NACDA) Report, February 15, 2015
SOURCE: 2015 United States Affluent Millennial Research Study
What Millennials Want
Millennials: Who Are You Engaging?
SOURCES: Intelliresponse.com, icharts and as noted
From Millennials to Generation Z
SOURCE: Sparks & Honey, Meet Generation Z: Forget Everything You Learned About Millennials, http://www.slideshare.net/sparksandhoney/generation-z-final-june-17
GEN Z: They’re Not Millennials
SOURCE: Sparks & Honey, Meet Generation Z: Forget Everything You Learned About Millennials, http://www.slideshare.net/sparksandhoney/generation-z-final-june-17
What Purchases are being made with Mobile Payments?
SOURCE: SOURCE: Sparks & Honey, Meet Generation Z: Forget Everything You Learned About Millennials, http://www.slideshare.net/sparksandhoney/generation-z-final-june-17
Benefits of Mobile Payment Apps in your venue
• In-Seat Ordering
• Push Notifications (Offers)
• Seat Upselling
• Calendar/Schedule
• Wayfinding
• Postcards/Social Media Tie-Ins
Poll
In-Seat Ordering By The Numbers• Levi Stadium• First North American
Stadium to offer online concession ordering to order concessions
A Closer Look
SOURCE: “Levi’s Stadium Numbers don’t lie”, Street & Smith’s SportsBusinessJOURNAL, Feb 23-March1, 2015
• 31,000 mobile transactions: August ’14 through December ’15
• 56% of Orders for In-Seat Delivery• 44% of Orders were targeted for
Express Pickup• Additional $87,000 in revenue due to
$5 fee charged per in-seat Delivery order (no fee for Express Pickup)
• $2 increase in the average spend for mobile orders vs those placed at concession stand
In-Seat Ordering: By The Numbers
Levi’s Stadium
SOURCE: “Levi’s Stadium Numbers don’t lie”, Street & Smith’s SportsBusinessJOURNAL, Feb 23-March1, 2015
Thank You
Q&A
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