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Belfast’s SSE Arena becomes first European indoor arena to adopt Amazon’s Just Walk Out technology


The SSE Arena, Belfast has announced a new collaboration with Amazon to implement Just Walk Out technology at the venue, making it the first indoor arena in Europe to offer frictionless checkout-free shopping. 


Guests now have the ability to grab their drinks and snacks faster, decreasing time taken to get back to the events.

Located on the first floor of the arena the PAY & AWAY store is set to modernise the arena’s food and beverage offering by redefining customer convenience and providing an effortless experience. Once open, guests will enter PAY & AWAY by using their chosen contactless payment method at the entry gate, with the technology detecting what customers take from or return to the shelves and creating a virtual shopping session. When guests complete their shopping experience, they will be able to leave without waiting in line, and their chosen payment method will be charged for the items taken.

The technology is made possible by AI computer vision and deep learning techniques, including generative AI, to help accurately determine who took what in any retail environment.

“Providing the best experience every time sits at the core of everything we do at The SSE Arena, Belfast and we’re continually looking at ways to enhance our offering,” says Dermot McGinn, group head of food and Beverage at The Odyssey Trust, adding, “this checkout-free concept is a radical next step in optimising the customer journey. Through a blend of convenience and speed, the introduction of this innovative new technology will ensure that our visitors can get back to the heart of the action as soon as possible, both during events and at Belfast Giants home games.”

This collaboration marks the first Amazon Just Walk Out technology use on the island of Ireland. Moreover, The Stena Line Belfast Giants – who play all their home games at The SSE Arena, Belfast – are set to become the only professional ice hockey team outside of North America to offer the tech.

Just Walk Out technology is already in place across many leading venues worldwide, including TD Garden in Boston, Lumen Field in Seattle and Scotiabank Arena in Toronto. “We’re seeing tremendous interest in Just Walk Out technology from sports facilities across the globe for its ability to increase sales and throughput and delight customers,” says Jon Jenkins, Vice President of Just Walk Out technology, Amazon, “We look forward to hearing how concertgoers and sports fans alike enjoy the convenience of the new store.”

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