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IRUK Top500 The Customer Report: 2018

IRUK Top500 The Customer Report: 2018

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PowaTag roll out aims to revolutionise fan experience at Twickenham rugby games

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Fans attending the QBE International rugby game between England and New Zealand at Twickenham will be the first to benefit from the expanded PowaTag mobile service at the stadium, which will allow them to pre-order food and drinks and pay via mobile.


The roll out of PowaTag is part of the RFU’s wider strategy to enhance the match day experience for fans at the ‘Home of England Rugby’. Fans can pre-order food and beverages any time before or during a game with the PowaTag App. Purchases can then be picked up from special express lines located at six bars throughout Twickenham Stadium and the West Fan Village, minimising overall queueing time.

PowaTag will also allow fans to instantly purchase England Rugby merchandising from the comfort of their seat with the in-app catalogue.

PowaTag enables users to complete transactions in seconds, anytime and anywhere, using a variety of triggers including scanning tags on anything from products to billboards, using specialised links in social media or even recognising digital watermarks encoded into live and pre-recorded broadcasts.

eCommerce veteran and CEO of Powa Technologies, Dan Wagner, explains: “With an expanded range and enhanced new services, PowaTag is bringing a whole new level of freedom and mobility to fans at Twickenham. PowaTag is a game changer because it is not simply an exclusive app solely for use at the stadium, it’s a global service launching with retailers and brands around the world. This is about much more than grabbing a swift half- time pint or picking up a team shirt. PowaTag is a global network that offers an entirely new way to complete transactions.”

Sophie Goldschmidt, Chief Commercial & Marketing Officer, RFU, adds: “We are committed to enhancing services on match day and by incorporating new technologies such as PowaTag we can offer fans a more enjoyable experience at Twickenham Stadium. The innovative PowaTag platform enables us to minimise queuing and also deliver a range of offers such as loyalty rewards and special discounts. Our first venture into m-commerce proved to be a great success, and we are excited to bring the service to even more fans when they come to support the England Rugby team at the QBE Internationals and beyond.”

The PowaTag roll out at the Twickenham stadium follow trials of mobile payment technology at the venue by ZNAP back in late 2013, a company subsequently purchased by PowaTag.
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