Brøndby IF, one of the largest soccer clubs in Denmark, was founded in 1964, and a year later, the first primitive stadium was ready for use. Since then, Brøndby Stadium has been constructed in eight stages, and the ninth stage in 2006 includes a new leisure centre covering 8,200 square meters. The stadium seats 29,000 spectators, 23,400 of them under cover. In 1987, Brøndby IF was the second soccer club in the world to be listed on a stock exchange.
When the referee blows the halftime whistle at Brøndby Stadium, a new match starts at the refreshment stands where as many as 30,000 spectators all battle to purchase beverages and hotdogs at once. As a result, there were an incredible number of lightning fast transactions with thousands of kroner in cash ending up in an unsecure and confusing “cigar box” system with books kept on ruled A4 pads. On top of that, this stall work is managed by volunteer Brøndby fans.
"We wanted to find a system that would allow us to take advantage of all available options. The system would need to be capable of dealing with everything, no matter how crazy the ideas we might come up with.”
Thus when the stadium shop, Shoppen, which sells Brøndly merchandise, needed an improved stock control system it was only natural to widen ambitions somewhat and look for a payment system which could assist the feted soccer club take control of payments and stocks in the whole stadium.
“We sat down for a brainstorming session to determine where we wanted to be in five or ten years,” explains Anders Bjerregaard, Project Manager, Brøndby IF. “We quickly decided we wanted cash register terminals everywhere. We wanted to find a system that would allow us to take advantage of all available options. The system would need to be capable of dealing with everything, no matter how crazy the ideas we might come up with.”
Brøndby IF had recently purchased a finance system to manage members and sponsors (CRM). However, the company nevertheless decided to go for a point of sale solution from Tectura based on Microsoft Dynamics NAV and LS Retail.
“The fact is that Tectura had a system that could simply do everything, and then some. So we chose that,” says Anders Bjerregaard.
Tectura has developed an interface to Brøndby IF’s finance system, and, using Microsoft Dynamics NAV as the hub, has connected touch screens with LS Retail in Shoppen with Dankort terminals, which can also be used for Brøndby’s own card. The terminals can be used with magnetic stripe and smart cards – and can even be fitted with barcode readers.
“The sponsors have a barcode on their cards, and in the course of the summer we will be issuing new cards with magnetic stripes to all our members. The idea is that within the coming year they will be able to upload cash to their cards and use membership and sponsor cards throughout the stadium," Anders Bjerregaard explains.
Anders Bjerregaard is especially enthusiastic about the touch screens at cash registers, as they can be easily configured to the exact product groups sold at each location.
“We can have them exactly the way we want them. Although we are planning to combine the present beverage and hotdog stands into larger refreshment stands, we will still have just a small range of products, so we can assign a separate button to each product. Things must be as simple as possible, and I think we will succeed in this,” says the Brøndby IF Project Manager, who believes that the volunteers can learn to use the cash register terminals in a mere twenty minutes.
“It will considerably speed up service and improve working conditions for the volunteers manning the stands," he says.
“Then, we have a fantastic statistical tool to see what is being sold, and where, and when. We are greatly looking forward to this.” Although the rows of seats at Brøndby Stadium and at the National Stadium are too narrow to accommodate sellers among the public during the game without inconveniencing them, Brøndby has still ensured that the system is prepared for wireless Dankort and club card terminals.
“This may involve popcorn sellers or even a mobile draught beer machine," says Brøndby IF’s project manager.