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Background & Objectives

The state-of-the-art facility boasts a capacity of 12,500 making it the second largest indoor arena in London. The arena wanted to add In-Seat Delivery functionality to their already impressive digital customer experience, with the overarching objectives of increasing F&B efficiencies, boosting incremental revenue and offering customers more.

The main objectives for the new experience automation platform were:

Enhance the At-Event Experience

Increase Incremental Revenue

Further Improve Operational Efficiency

Reduce Queues and Waiting Times

In-Seat Delivery

The new in-seat delivery system is available to Club Seat and Terrace Suite ticket holders and replaces the existing antiquated buzzer and waiter system. The In-Seat Delivery service is accessed via the app and simplifies the VIP ordering journey dramatically by combining browsing, payment and redemption in one slick and easy process.

The customer must first select their location in-app, the system is available in Club Seat and Terrace Suite.

They are then directed to an in-seat delivery menu with app exclusive offers and discounts.

The customer adds their selection to the basket, makes payment in-app with card or Apple Pay and the order is then sent to the bar or food outlet where staff pick up a notification. Customers simply have to sit back, relax and wait for their food & drinks to be delivered to their seat.

To make this project a success, Realife Tech integrated the existing venue systems consisting of:

  • Tottenham Hotspur
  • Tottenham Hotspur
  • Tottenham Hotspur
  • Tottenham Hotspur

Ensuring the Success of In-Seat Delivery

To ensure customers were made aware of this impressive new feature to The SSE Arena, Wembley
arena app, the venue employed a number of strategies:

Heavy promotion of In-Seat Delivery featured in the Club Seat and Terrace Suite ticket confirmation and reminder emails.

“How to order” leaflets on seats and tables.

In-Seat Delivery promotions in event day social postings, Facebook events and on Twitter posts.

Fully trained and dedicated staff promoting the new service and its benefits as ticket holders arrived.

The Results

3-5x more revenue generated per show from servers when replaced with app-only ordering

Average of 20% of nightly F&B revenues driven via the app

Slick, simple and efficient service for staff to operate

Excellent feedback from both customers and venue staff

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