Star Case Study: Scarlets

The modern sports stadium is a multi-purpose venue that hosts a variety of events from sporting fixtures to music concerts with each location providing opportunities for hospitality, retail, refreshment and self-service kiosks in an attempt to improve the customer experience and maximize returns.

For many businesses, selecting and installing a POS system is nothing more than an operational hassle. However, leveraging cloud technology and using intuitive software stadiums can effectively improve customer service and performance. This is precisely what the Parc y Scarlets stadium achieved with Goodtill.

Located in Llanelli, Wales and home to the Scarlets, one of the four professional Welsh rugby union teams, Parc y Scarlets opened in November 2008. The stadium has been designed to include match-day and non-match day revenue generating facilities and has recently upgraded its POS to Goodtill in order to help them achieve their goals and increase revenues from the venue.

The Goals: Improve the fan experience

Stadiums are designed to provide an unforgettable experience for fans. The ability to pay by card and cash in the refreshment outlets ensures flexibility in payment type. Coupled with easy product layout and integrated hardware, staff are able to process transactions in seconds thus shortening the queuing time – particularly crucial during half-time.

Display a wealth of reports to keep track of the health of the business

Instead of keeping spreadsheets or using manual ledgers to check what the best-selling products are or how each location has performed, stadium executives can use the back-end web portal or Admin App. This allows them to see in real-time the revenue volume, stock levels, COSG, track as well as authorise stock movement between locations while using those insights to strategically think about future investments.

Intuitive and fast-to-use by all employees

The POS App is designed for use with an iPad and speeds up training time resulting in front-end training taking only a few minutes. This improves efficiency and translates not only in time saved, but also a reduction in training costs.

“Community is at the heart of what Scarlets is about…Offering fans a convenient, speedy and easy payment solution that not only enhances their match-day experience but also helps us grow our revenues is exactly what we have been looking for. Goodtill fits the bill on all fronts!” – Aadil Mukhtar, Head of Marketing & Technology at Scarlets

Highly reliable

Parc y Scarlets required a tailored solution to ensure the POS environment is highly reliable. The company worked closely with SumUp, PaymentSense and Star Micronics to develop the required solution.

Fast deployment

The largest challenge in implementing the Goodtill system into Parc y Scarlets was the short timeline – less than 3 weeks between the contract signing and the go-live day. Scarlets had to ensure the system was up and running before the start of the rugby season.

The Set-up:

The tills had to be set up across the entire stadium: at the bars, onsite café, restaurant and the refreshment outlets. 
The POS solution features:

● iPad LAN connection

● Star TSP143III LAN printers for a stable, reliable connection and 250mm/second print speed

● Two integrated card payment readers (SumUp and PaymentSense)

As Oliver Rowbory, Director at The Good Till Company, explains: “Once we had worked with Scarlets to understand their business needs, we tweaked the deployment in a number of ways so that the entire stadium benefits from a reliable and powerful tablet POS solution. By working closely with our partners Star, SumUp and PaymentSense we were able to achieve this within a very short timeframe.”

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