London’s O2 will become the first indoor arena in England to offer the “frictionless shopping experience”, as it introduces Amazon’s Just Walk Out technology this summer.
The new store will allow fans to tap their card or mobile wallet, grab their chosen drinks and snacks, and get them back to their seats so they don’t miss a moment of the game or show. To enable secure payment processing at The O2, the collaboration also worked with global financial technology platform Adyen.
According to the partnership, the Just Walk Out offering not only increases throughput but can also help extend opening hours and reduce theft. Furthermore, it can assist with staff optimisation. For example, The Market Express at ExCel London, which has 400 events and more than four million visitors a year, is now able to serve 300% more customers on their busiest days and has increased annual revenue by 56%.
As The O2 becomes one of more than a dozen third-party locations in the UK to offer Amazon’s Just Walk Out technology this year, the retailer is looking to bring this tech to customers in places such as sports stadiums, entertainment venues, airports, hospitals, universities, and more.
The O2 adds to a growing list of prominent UK venues that have opened stores powered by Just Walk Out technology, including The SSE Arena, Belfast. There are stores in corporate headquarters like Bentley Motors and Santander Bank, as well as Amazon’s own headquarters in London.
The technology has also been rolled out at Telford Hospital and Sussex University, and recently at a store at Gridserve’s EV Station at Gatwick Airport, with more Gridserve stores coming later this year. By the end of 2024, Amazon expect to be in more than a dozen third-party stores in the UK, as well as in all 20 UK Amazon Fresh stores.
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