LAVA and Teamwork Commerce Bring Loyalty Recognition to the Point of Sale

Novel technology collaboration integrates real-time loyalty information into the checkout screen to improve fan experience at merchandise concession stands

Teamwork Commerce, a global retail management solution, and LAVA, a real-time AI data platform that delivers unparalleled brand engagement, have partnered to enhance the experience of sports fans at the point of sale (POS). The initial partnership integrates fan loyalty and real-time marketing campaign benefits at Teamwork Commerce POS locations within sporting stadiums and arenas, enabling teams to streamline and enhance the game-day experience of their fans.

Powered by its unique, real-time AI data activation technology, LAVA gives Teamwork Commerce customers the ability to engage, influence, and delight consumers ‘in the moment’ — which helps loyalty managers create personalized experiences that drive engagement, deepen loyalty, and generate incremental spend.

The combination of Teamwork Commerce and LAVA was successfully deployed with an NFL team this season, where the integration enables the team season ticket member ID lookup, retrieval of the fan’s member discounts and stored value balance, and subsequent redemptions through Teamwork Commerce’s POS devices.

Dave Landa, chief business officer at LAVA, explained, “Fans are the most important aspect of any brand, and brand and loyalty managers must do everything in their power to engage the social network that is their fan base, including consistently delivering a memorable in-person brand experience with each interaction, be it in person or in digital.

“Our partnership with Teamwork Commerce helps our joint clients achieve this goal. By integrating our two systems, clients can easily deploy long-term loyalty benefits as well as real-time, in-the-moment campaigns for fans that can be seamlessly redeemed at all appropriate POS locations, providing fans with memorable surprise-and-delight moments.”

Amber Hovious, VP of marketing and partnerships at Teamwork Commerce, added, “We are committed to helping sports teams provide value to their fans at every opportunity. The point of sale is the final touchpoint of any transaction, and it is our goal to help our customers deliver exceptional experiences that leave fans feeling valued and satisfied.

“Our partnership with LAVA helps us to facilitate this in a unique way, creating personalization that helps franchises create bespoke interactions that provide meaningful value to enhance the excitement of game day.”

The two companies see additional opportunities for collaboration beyond the sports and entertainment sectors. Next week, LAVA and Teamwork Commerce are participating in NRF 24, the National Retail Foundation’s annual conference, where they will discuss how sports-fan-type engagement and loyalty can be brought to the retail sector.