Point of No Return with Cashless Technology

October 16, 2022

The technical glitches tied to point-of-sale systems occurring with greater frequency at sports events and concerts have the Atlanta Braves on high alert at Truist Park.

The Braves are upgrading their stadium’s point-of-sale system in conjunction with Delaware North Sportservice, their food provider. A decision is expected soon with a new system in place for the 2023 season, said Derek Schiller, the Braves’ president and CEO.

“We’ve been watching those issues closely,” Schiller said. “We’ll have close to $100 million in revenue flow through those systems for food and retail this year. Historically, those types of things and how we operate them were largely pushed to our vendors and have been their responsibility. Now, we’re taking those things on ourselves and owning those decisions at the team level.”

In that respect, the Braves aren’t alone as all teams want access to that valuable sales data and analyze it to help them get a better idea of who their customers are and their buying habits to generate additional revenue.

That’s all well and good, but the technology still has to work.


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