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Industry News

SeatServe expands across Anfield for final

Liverpool fans will be able to toast their team’s success from the comfort of their Anfield seats after SeatServe added alcoholic drinks to their in-seat concession-ordering service for the club’s screening of their UEFA Champions League final against Real Madrid this weekend.

SeatServe’s venue platform, which enables fans to order food, drinks and merchandise on their smartphone and have it delivered to their seat by existing kiosks, has been available at Anfield since February.

Fans sitting in the stadium’s Main Stand and families in the Upper Anfield Road Stand have been able to trial the US innovation, with cashless ‘Click & Collect’ kiosks at kick-off and half-time, or deliveries during natural breaks in play, reducing in-seat ‘traffic’ and reducing queues.

For the screening of this Saturday’s Kiev final, SeatServe will be able to offer the delivery of alcoholic drinks due to different licensing restrictions. The service has also been expanded to all areas of the stadium for the first time.

“With the strict licensing legislation in football, SeatServe had to adapt their service for us until it was perfect,” said a Liverpool FC spokesperson.

“Restricting deliveries to seats nearest the aisles and automatically disabling alcohol deliveries, has really demonstrated how flexible and robust the platform can be.


“Efficiency is what we are looking for from our match day operation and with SeatServe, my staff are far busier fulfilling orders throughout the game, rather than just at kick off and half time.”

She added: “The trial to date has convinced us of SeatServe’s ability to deliver their suite of benefits at scale and we are proud to be the first Premier League football club to offer it to our fans. With technology playing an increasingly important role in our everyday lives, we feel it’s only a matter of time before in-seat delivery is not only accepted, but entirely taken for granted across all live events.”

Sponsorship activation

The SeatServe app includes options to pre-order in advance for scheduled times throughout the match, or live ordering from seats. SeatServe claims the user-generated data proposition from purchasing habits is more robust than ticketing and can be leveraged for targeted marketing purposes, such as reactive upselling and sponsorship activation.

Patrick McMeekin, of Sport Stadium Solutions, the exclusive licensee to SeatServe in the UK and Ireland, said: “We’re delighted to be working with Liverpool FC’s award-winning operations team, who have helped us hone our discrete offering to their passionate fan base.

“In-seat delivery is primarily about minimising distractions from the product people pay to see, without having to compromise on their level of F&B spend, further demonstrating Liverpool’s commitment to providing the best possible experience at Anfield.”

McMeekin said the service proved invaluable from the off for many fans who were feeling the chill of early March’s ‘beast from the east’.

“We know that having hot drinks delivered to their seat throughout some of the cold snaps in this extraordinary season, has been very well received,” he said. “With our other clients, Leinster Rugby, having recently been crowned European champions, the scene is set for Saturday in Kiev!”

Images: SeatServe