The Mercedes-Benz Arena in Berlin has announced its adoption of a new mobile app, powered by LiveStyled.

The app allows users to order food and beverages, use ‘app only’ collection lanes at concession outlets, take part in competitions, and be rewarded with upgrades to premium lounges and seating.

It also provides a means for the Mercedes-Benz Arena to gather ethical data on the customers who attend their venue, after GDPR (general data protection regulation) came into force earlier this year.

GDPR means the Arena’s partners, who sell tickets for events, control the relationship with the customer.

The app is a means for the Arena to learn about the spending habits and preferences of customers who choose to opt in. This data can then be used to reward loyal customers and offer personalised promotions.

Sarah Schmidt, director of CRM & Digital, commented: “We believe that digital interaction will become an even more important part of the customer experience going forward.

“Our new venue app will help us in better understanding the needs of our customers and servicing them accordingly, while operating in the boundaries of GDPR.”

LiveStyled CEO Adam Goodyer said: “With the new data regulations, it’s now more important than ever for customers to be rewarded for sharing data with organisations.

“The GDPR puts much more power in consumers’ hands and venues that do not find ways to engage directly with their customers are in danger of losing control of their own destiny.”

Poll

A recent article by Luker Rowe director Peter Tilsed has prompted Access to ask: Who are the top ten artists that everyone should know?