Fan Experience

The O2 to roll out Just Walk Out self-serve bars

Featured image credit: The O2

Self-serve bars powered by Amazon’s Just Walk Out technology are set to be fitted at The O2 as part of plans to enhance the guest experience at the London arena.

It is hoped the technology will reduce queues, ensuring there will be less time waiting and more time for guests to enjoy the show. The bars will be rolled out this summer.

The bars will create a frictionless food and drink experience, enabling guests to tap in with a contactless payment, grab their chosen items, and leave without the need for a traditional checkout.

The technology is made possible by artificial intelligence such as computer vision and deep-learning techniques, including generative AI, to accurately determine who took what in any retail environment.

The O2 is planning on launching additional self-serve bars powered by the technology in the future, with a second location set to open later this year.

Adam Pearson, commercial director at The O2, said: “Our strategic investments in technology are guided by our commitment to creating seamless experiences that our guests really value.

“The integration of Amazon’s Just Walk Out technology is a direct result of our ongoing efforts, alongside our hospitality partner Levy UK + Ireland, to listen to our guests and implement solutions that meet their expectations for convenience and efficiency at every touchpoint. As the world’s leading venue, we don’t stand still and the fan experience will always be a priority for us.”

Earlier this year, SSE Arena, Belfast became the first indoor arena in Europe to introduce the technology. The store, entitled Pay & Away, is located on the first floor of the 10,800-capacity arena.

The technology has been introduced at several venues across the US and Canada, including TD Garden in Boston, Lumen Field in Seattle, and Scotiabank Arena in Toronto. Last year, Melbourne’s Marvel Stadium became the first venue in the southern hemisphere to implement the technology for checkout-free purchases.

For more insights on self-checkout technology, read our feature from last month, with contributions from the Seattle Seahawks, Marylebone Cricket Club and Leicester City.