Game day is exciting. You put on your favorite jersey, grab your friends, and head to the arena ready to cheer for your team. What’s not exciting about game day is waiting in line and missing out on key moments. According to Todd Humphrey, Senior Vice President of Digital Innovation and Fan Experience at the Seattle Kraken, the average NHL fan can spend an hour waiting in line when they go to a game. And a significant proportion of that time is spent waiting to get food or grab a drink.
At Climate Pledge Arena, Humphrey and the rest of the team at the Kraken looked at all the pressure points fans were experiencing and tried to figure out how best to alleviate them. “Ticket prices can be expensive, and somebody missing a critical play because they were waiting in line for food or drinks can tarnish the in-stadium fan experience,” says Humphrey.
“Shopping for concessions should be quick and effortless for the fan. How do we make it easy to get food and a beer at a hockey game?”
To address the issues, they collaborated with Amazon to implement a more convenient, frictionless buying experience at four of the arena’s food and beverage stores using Just Walk Out technology and Amazon One.
Here’s what these game-changing technologies look like at four of the stores inside Climate Pledge Arena: fans enter by inserting their credit card at the store entry gate or by hovering their palm over an Amazon One device. If a fan is new to Amazon One, they can sign up at an enrollment kiosk and then move through the entry gate using only their palm. Once inside a store, fans can take what they want, leave, and the credit card they inserted or linked to their Amazon One ID will be charged after they've exited the store.
Amazon’s Just Walk Out technology—which leverages the same types of technology used in self-driving cars—determines what fans pick up and what they return to the shelves. Powered by computer vision, sensor fusion, and deep learning, the technology works seamlessly for individual and group shopping scenarios. If a family of four wants to shop together, one family member can use their card or palm on behalf of the group. “One family member simply inserts their credit card or hovers their palm for the group, and any items taken off the shelf by the group who entered the store will be added to the individual’s virtual cart,” says Humphrey. While there’s no checkout, associates are available to answer questions, assist fans, and restock the store as needed.
“Thousands of people are moving through our stores and they’re spending less time waiting for their food and beverages, and enjoying more of the game they’ve come to see,” says Humphrey. “Now, our fans rarely spend more than a few minutes getting their items and getting back to their seats.”
Humphrey didn’t know what to expect the first time he experienced the technology. How different could it be? But when he walked out—without having to wait in line—and the technology accurately charged him for what he took, he was sold. “It was mind bending,” he says, “It’s a transformative, modern way to shop.”
And fans agree. Humphrey is hearing that people appreciate their time being respected, and enjoy the efficiency and convenience of the experience. Most importantly, people aren’t queuing around corners or missing exciting moments of the game. “We're really pleased with the results we’ve seen so far. Amazon’s Just Walk Out technology and Amazon One allow us to push something into the market and revolutionize the way we engage and serve our fans,” he continues. “The fans have spoken too, and they're thrilled.”
Humphrey believes fans across the country will be delighted to see the experience at their home stadiums. The nearby Seattle Mariners opened a Just Walk Out technology and Amazon One-enabled store at T-Mobile Park, and other event venues including TD Garden and UBS Arena have stores powered by Just Walk Out technology.
“My favorite comment that I’ve seen is: “I got my beer in eight seconds.” That’s the type of magical experience we’re going after,” says Humphrey. “It’s nothing but happiness and joy that comes from the technology and we’re going to continue to lean into it.”
This story was produced by WIRED Brand Lab for Amazon.
