Engagement through connectivity: what your business can learn from the stadium of the future

Any venue that brings thousands of like-minded people together provides a huge opportunity to savvy businesses. O2 Business recently commissioned a report from Future Foundation, explaining how modern stadiums can make more of these opportunities simply by improving their customer Wi-Fi and mobile networks.

Some of these findings can be applied to smaller venues and even small businesses as Wi-Fi becomes more ubiquitous. Consumers have begun to expect Wi-Fi access wherever they go; and if you can provide it then you can influence their user experience.

For example, the report shows that a new kind of stadium is fast emerging. One in which digital technology is greatly improving the experience for fans, with venue operators reaping the benefits.

Helping stadiums reach further

Being able to get online makes life easier for fans, who can turn to technology to meet up with friends or work out their route home. Beyond that, giving people the ability to post to social media live from events will result in free word of mouth publicity for the venue and its vendors.

Aside from making customers’ lives easier, there’s also the opportunity to engage with fans in real time. The most advanced stadiums have developed smartphone apps that open up all kinds of possibilities, from allowing venue operators to sell food and drink faster to helping fans find the concession stands with the smallest queues.

Other venues make their events more immersive, with apps offering features like event programmes, slow motion video replays and the chance to see footage of the action backstage.

To see how O2 Business is helping Manchester City Football Club with their stadium of the future, watch the video below:

How does Wi-Fi optimise services?

Giving your customers Wi-Fi access can also allow you to gather data that helps you to better understand consumer behaviour. We’ve already talked about how Beacon tech can provide valuable insights for retailers. In a similar vein, some stadium operators track things like how fans react when a goal is scored and the way that crowds move around the venues. It’s this kind of information that gives them the ability to tailor services to their fans.

Venues are choosing to harness digital connectivity in all kinds of ways, and the report’s findings paint an exciting picture of the next generation of stadiums.

There has already been strong uptake of the technology around the world and the trend is only forecast to continue. Don’t let your business get left behind.

You can read the white paper in full here.