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Industry News

Talking cashless: Operator perspectives from French stadia

A number of sports clubs in France are reaping the rewards after implementing contactless payment solutions at their stadia.

Contactless payment services include cards and wristbands, which serve as electronic wallets. These devices can be used to pay for food and drinks whilst at events.

Supporters of these solutions say that they contribute to a safer environment at venues, with a lower flow of cash resulting in less theft, shorter queues and more satisfied customers.

One recent adopter is French rugby club Perpignan, whose Stade Aimé Giral is pictured. Speaking in a recent PayinTech newsletter, the club’s stadium manager, Anthony Castany, said: “For us, as it is for almost all sports clubs, the sale time is greatly reduced.

“We needed an efficient and secure system. PayinTech perfectly responded to our request by providing a payment system with a cashless card that is convenient and secure. Our supporters are served faster, we gain in safety and we collect data.”

Another of the company’s partners is Sélestat Alsace Handball, whose chief executive Christian Omeyer concurred with Castany. Omeyer said: “Since the beginning of the season, we opted for the cashless solution proposed by the PayinTech company in order to optimise our space and refreshment shop.

“And we’re really satisfied … The ease of use has resulted in an increase in our refreshment revenues, justifying our choice.”

Franck Leloup, stadium manager for Ligue 2 football club AJ Ajaccio, also spoke highly of PayinTech’s service, despite having reservations over the idea to begin with.

“Our leaders were initially reluctant to the idea of setting up the cashless system in Corsica, but the response from the fans was positive and catering revenues increased by more than 330 per cent in six months,” Leloup said.

“We relied on the ‘more products’ approach to increase our sales by offering, for example, a fourth beer for every three purchased. Thus, the average spend at AJ Ajaccio today is €7.69 (£6.83/$9.60), compared to €3 in a stadium with traditional means of payment. (The system) offers a dedicated line for refreshments which prevents fans from having to wait and risk missing a highlight of the game.

“For our next subscription campaign, cashless cardholders will have access to exclusive offers. Moreover, the data collected through this system allows us to identify the key products to better meet consumer expectations … It took us only 10 days to implement the solution from the time the agreement was signed with PayinTech. This goes very quickly.”

All quotes taken from PayinTech‘s recent newsletter.

Image: Joaquimalbalate