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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