The Rugby Football Union (RFU) has selected ZNAP as the provider of its m-commerce
service at Twickenham. The deal was agreed after a successful trial at the 2013 QBE Internationals.
ZNAP is part of a wider RFU strategy to enhance the match day experience for fans at the ‘Home of England Rugby’. ZNAP is a new mobile app that enables users to place orders, and make payments on everything from drinks to ticketing. Fans can pre-pay for food and drinks at six bars around the stadium, slashing queuing time. The service will be available at the upcoming RBS 6 Nations games at Twickenham Stadium, where England face Ireland and Wales.
- The statistics from the trial match days show just how keen fans were:
- The first 500 downloaders were given a £5 voucher – 40% of which were redeemed (average redemption rate for vouchers at a sporting event is 3%)
- 888 people downloaded the app and 597 people registered for use; a conversion rate of 67%
- A total of 1011 items were purchased with an average value of £5
“We want match days at Twickenham Stadium to be as enjoyable as possible for fans. We’re constantly looking for ways to improve the fan experience by embracing new technologies and innovations,” said Sophie Goldschmidt, Chief Commercial Officer, RFU.
“We chose ZNAP because the platform enables us to speed up shopping times, reduce queues and deliver special offers and loyalty rewards. We hope our first foray into m-commerce will make a big difference to fans.”