Miami Dolphins fans would no longer have to tackle big crowds at the concession stands if Sun Life Stadium can put a plan in place to use mobile apps to order and pay for food.

"With a mobile point of service, you can get the customer to pay for a transaction before abandoning the sale [because of a long line] and it makes for a great experience at the stadium, regardless of what is happening on the field," said Tery Howard, senior vice president and chief technology officer of the Miami Dolphins, at the annual Ramp Mobile Retail Conference in Chicago.

Ideally, with the wireless Web connection already set up inside the football stadium, the Dolphins would establish a system in which fans can place and pay for an order from their seats and have concessions brought to them, Howard says.

Seeking more customer engagement, the Dolphins have established a loyalty program for fans through the Web or a mobile device that measures how fans interact with team sponsors and vendors, Howard says.

When a system for digital tickets is established in the future, the Dolphins will be able to target personal offers and messages to fans, she adds.

However, Howard cautions that merchants contemplating a transformation to mobile commerce must measure all aspects of the process and understand customer behavior.

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