Principality Stadium has unveiled Wales’ first Amazon frictionless retail kiosks, introducing a new way for fans to purchase food and drink at one of the UK’s most iconic sporting and entertainment venues.
Named “Now in a Minute” after the much-loved Welsh expression, the concept combines local identity with cutting-edge technology to deliver a faster, more convenient matchday experience.
Developed in partnership with hospitality partner Aramark UK, the new kiosks will make their debut at the FA Community Shield on 16 August, when more than 70,000 supporters are expected to visit the Cardiff stadium.
The launch marks the latest phase of Principality Stadium and Aramark UK’s ongoing investment in enhancing the visitor experience through innovative hospitality and retail solutions.
Using Amazon’s market-leading ‘Just Walk Out’ technology, the stores operate through a simple ‘tap-in, walk out’ process. Guests enter using a contactless payment card before selecting their items and leaving without the need to queue at a traditional checkout. Advanced sensors automatically identify purchases and process payment automatically, creating a seamless experience designed to close transactions in as little as a few mins.
“We’re continually looking for new and innovative ways to enhance the experience for the millions of fans who visit Principality Stadium each year,” said Tomos Grace, Chief Commercial Officer. “The introduction of our new ‘Now in a Minute’ stores gives supporters a faster and more convenient way to access food and drink on event days.”
The stores will stock a selection of popular matchday products, including confectionery, pies, soft drinks and alcoholic beverages, helping supporters spend less time queuing and more time enjoying the event. Product ranges will be tailored to individual events to meet customer demand and preferences.
The introduction of frictionless retail builds on a series of recent customer experience improvements delivered at the stadium, including the installation of more than 20 self-service eBars across the venue. Together, these investments are helping to modernise the concourse, increase transaction speeds and improve service.
