Premier League Leicester City Football Club lifts its performance with MCR's powerful hospitality POS solution
- The latest major sporting venue to invest in new technology from industry specialists MCR Systems & AURES Technologies is Leicester City Football Club;
- A further 100 EPOS terminals configured with MCR SymPOS and Symphony Enterprise software were installed in September 2015, just in time for the visit of .Arsenal followed closely by the Rugby World Cup;
- The new AURES J2 225 'NinÃ´' terminals have joined 35 previously deployed across LCFC's King Power Stadium in the bars, food kiosks and hospitality areas;
- MCR software provides valuable real-time Business Intelligence and Insight;
- Contactless payments speed up service and improve the consumer experience, leading to happier customers.
Leicester City Football Club, also known as the Foxes, play in the Premier League, having been promoted as Football League Champions in 2013/14. Leicester City's success on the pitch during the 2015/16 season has seen them rise to the top of the Premier League.
The club was founded in 1884, with the name Leicester City being adopted in 1919. For 111 years, the team played at Filbert Street before moving to the nearby Walkers Stadium in 2002, renamed the King Power Stadium after a change of ownership in 2013.
For two seasons LCFC, Leicester City Football Club (LCFC) shared a 'pool' of EPOS terminals from its food services provider, Levy Restaurants. In 2015, in preparation for the new season and for its hosting of some Rugby World Cup fixtures, it decided its own permanent EPOS terminal estate would be beneficial.
Representatives from Levy Restaurants, who use the MCR solution in numerous client venues, and from the football club approached specialist hospitality solutions provider MCR Systems. MCR duly secured the contract to supply LCFC's King Power Stadium directly.
In September, MCR project-managed the installation of a further 100 AURES J2 225 'Nino' terminals, each running SymPOS and Symphony Enterprise software. The new devices joined 35 previously deployed across the stadium in bars, food kiosks and hospitality areas.
LCFC needed the new terminals configured and installed in just two weeks. MCR pulled out all the stops and made sure everything was up and running for the Arsenal game followed by the three Rugby World Cup pool matches in October.
Jim Wilkinson, Head of Business Development for Sports, Leisure & Hospitality at MCR Systems, explains: "With the Rugby World Cup on the horizon, expected visitor numbers obliged LCFC to look at how it would process payments, given that customers increasingly expect a variety of fast, easy and secure ways to pay. How to replicate the experience consumers have in their day-to-day lives was a key driver for the project."
Continues Wilkinson: "With WorldPay a RWC2015 headline sponsor, it was the right time for LCFC to work with them to integrate card payments.
MCR managed the WorldPay project, at the same time making every tillpoint contactless-enabled and able to work with ApplePay.
The market-leading SymPOS and Symphony Enterprise solutions are now deployed across all of LCFC's hospitality and food services facilities, with the latest PC-based touchscreen terminals in operation.
Customers clearly appreciate both a choice of ways to pay (including contactless cards) and faster input with less queuing. LCFC staff are happier too with the new tills. They're easier to use, removing input errors and enhancing interaction with customers.
The 135 terminals are fully networked, delivering real-time sales and product information through MCR's cloud-based Symphony software. Insight on Demand enables businesses to influence consumer and colleague actions and behaviours.
Observes Jim Wilkinson: "The Business Intelligence and Insight helps to optimise the consumer offer and has a real impact on operations. Planning promotions and product selection is more proactive; decisions are based on hard facts, not estimates."
Operational efficiencies are also apparent. Closing the match-day event is now reduced to a matter of hours, not days. Detailed analysis of product sales, revenues and KPI data are delivered to the management teams in real-time during and post-event.
Thanks to its new EPOS platform, the LCFC team can now look at initiatives such as loyalty, member communications and mobile wallet, all of which will improve customer engagement and drive sales - including cross-selling opportunities between F & B and merchandising.
Leicester City FC is looking to generate deeper insights into sales-mix trends for different event profiles for example. Symphony from MCR is expert and can provide support.