Digital and Experience

The American Express Shop

creating an autonomous checkout experience

Concession stands are an experiential part of sporting and entertainment events, but they can be a burden: long lines, missing out on the action, time wasted. What if there was a store where you could walk in, serve yourself, and walk out without exchanging cash or card with a cashier? Look no farther than the American Express Shop at Barclays Center—a checkout-free shopping experience exclusively for American Express Card Members that offers both concessions and merchandise items to help fans avoid long lines and get back to the action sooner.

The Challenge

In order to pioneer the contactless payment revolution, solve for the number 1 fan pain point of waiting long lines, and increase overall in-venue share of wallet, American Express was seeking help to create a first-of-its-kind store.

The Insight

Wanting to leverage our extensive skills in designing experiential environments based on our understanding of human cognitive and shopping behavior and delivery of incremental growth, American Express and Momentum came to us to transform an underutilized asset and create the first card member-exclusive, cashier-less shopping space within Barclays Center.

  • 94% of in-venue survey respondents noted they buy F&B in venues
  • 58% would spend more if they didn’t have to wait in lines
  • Forecast 2-4 minute dwell time vs. 15-minute average at concessions

The Solution

Through a collaborative approach between American Express, Momentum,  ChaseDesign, BSE Global, and Levy Restaurants, The American Express Shop at Barclays Center was born.

Together, we brought to life the future vision of shopping for Card Members via an exclusive retail experience. A project that started out as an idea positioned American Express as an innovative brand with the ability to grow scale and interest globally and accomplish several goals:

  • solve for the #1 fan pain point – long concession/merchandise lines
  • Drive consideration
  • Further educate on contactless payment
  • drive buzz
  • Drive loyalty & share among Card Members

Entry

Card Members can enter the store using multiple methods: contactless credit card, digital wallet, or EMV-enabled card.

 

Purchase

Items that Card Members pick up are added to their virtual cart. Items returned back to the shelf are removed from their cart.

Checkout

After exiting, Card Members are charged, and a receipt is generated by the technology partner.

 

The American Express Shop opened at Barclays Center on Saturday, May 22nd to open the Nets’ first-round playoff series.

Read the full article here.