Omnichannel retail specialist PowaTag has created a mobile solution for Twickenham Stadium that will enable fans to pre-order food, beverages and merchandise.

The solution, which will go live for fans attending the QBE International game between England and New Zealand, is part of the RFUs wider strategy to enhance the march day experience for fans at the iconic stadium.

Fans will be able to use the PowaTag app to pre-order food and beverages before or during the game, which can then be picked up from special express lines at the six bars located throughout Twickenham Stadium and the West Fan Village. Fans will also be able to instantly purchase England Rugby merchandise using an in-app catalogue.

The PowaTag solution enables transactions to be completed in seconds, and can utilise a wide variety of triggers including NFC tags, specialised links in social media or even digital watermarks encoded into live and pre-recorded broadcasts.

“We are committed to enhancing services on match day and by incorporating new technologies such as PowaTag we can offer fans a more enjoyable experience at Twickenham Stadium,” said Sophie Goldschmidt, chief commercial & marketing officer for RFU. “The innovative PowaTag platform enables us to minimise queuing and also deliver a range of offers such as loyalty rewards and special discounts.

“Our first venture into mCommerce proved to be a great success, and we are excited to bring the service to even more fans when they come to support the England Rugby team at the QBE Internationals and beyond.”