Case Study: Principality Stadium – Frictionless Retail

The Principality Stadium in Cardiff has introduced Wales’ first Amazon Just Walk Out technology-enabled frictionless retail kiosks, offering fans a quicker and more convenient way to purchase refreshments during major sporting and entertainment events.

Developed in partnership with Aramark UK and the Welsh Rugby Union, the new ‘Now in a Minute’ concept combines checkout-free technology with practical food and drink merchandising. Counterline’s iCapacity display range supports the self-service environment, providing accessible refrigerated displays for busy stadium concourses.

Located on Level 6, the kiosks allow visitors to tap their payment card to enter, select their food and drink and leave without queuing at a checkout. The technology automatically processes purchases, helping to reduce waiting times and improve the matchday experience.

As highlighted by Sports Venue Business, the installation represents an important development in frictionless retail for stadiums, where efficient food and beverage service helps manage large crowds and keeps fans closer to the action.

Find out more about our iCapactiy range here.