Lumen Field in Seattle, home of the Seahawks, is pioneering the use of Amazon’s “Just Walk Out” technology in multiple locations throughout the stadium. This technology eliminates the need for cashiers as fans can simply grab their items and exit without any interaction. The system uses overhead cameras, shelf weight sensors, and computer vision software to track items picked up by fans once they scan their credit card or palm upon entry. Amazon introduced this technology in one of its Amazon Go stores in 2018 and has since expanded it to various other formats.
Stadium concession stands are seen as the perfect use case for Just Walk Out technology due to the streamlined shopping experience, speed, and consistent format that is ideal for fans looking to quickly grab a drink or snack and get back to the game. Amazon provides this technology to retailers in stadiums, including Lumen Field, without much of the company’s branding visible in the stores. The technology has been expanded to more than 200 stores in various locations such as airports, hospitals, college campuses, and sports and music venues.
At Lumen Field, there are various Just Walk Out locations, including Tutta Bella offering high-end food options such as pizza and salads, and District Market offering a wide array of beers, alcoholic drinks, and food options. Fly Thru Markets provide a variety of drink options, while Hempler’s/Bavarian Meats offers classic gameday food like hot dogs and pretzels supplied by Washington state brands. There are also apparel stores using RFID tag technology for a cashierless shopping experience.
The installation of cashierless technology at Lumen Field has made shopping for food and drinks a quick and efficient experience for fans, with various locations offering a selection of items without the need to wait in long lines. The technology also allows for flexibility in rotating food and drink options, providing convenience and ease for venue operators. T-Mobile has also incorporated technology to provide perks for its customers, such as free snacks and drinks at designated locations within the stadium.
The use of cashierless technology is expected to become a permanent fixture at Lumen Field and other stadiums around the world. The Seahawks have reported higher sales and throughput at certain locations after transitioning to the Just Walk Out format. While the technology may not proliferate in traditional grocery or department stores, it is well-suited for venues where speed and convenience are important. The adoption of this technology raises questions about installation and maintenance costs, consumer learning curves, and data privacy concerns, but for fans looking to quickly grab a drink and a bite, Just Walk Out technology provides a seamless experience.
