Levy Merchandising, in partnership with Wolves, successfully delivered a pioneering retail experience back in October with the launch of the innovative city-centre pop-up store, powered by Amazon's Just Walk Out technology. The Wolves Pop Up Store, operated by Levy Merchandising, officially became the first Premier League club to offer this cutting-edge, frictionless shopping experience in a retail setting.
The temporary store, open only on Saturday, October 25th, and Sunday, October 26th, at the Mander Centre in Wolverhampton, strategically coincided with a match-day weekend. The initiative successfully met strong fan demand for a city-centre presence and provided valuable data to assess the potential for a long-term, permanent retail location.
The new concept was highly received by fans and customers, who expressed genuine excitement to see the club's presence back in the city centre and were equally impressed by seeing the Just Walk Out technology come to life. Overall, the activation proved to be an excellent test for the technology, providing fans of all ages with a quick and efficient shopping experience.
Frictionless Shopping Experience Delights Fans
Taking over a 4,500 sq. ft space, the store offered the ultimate "grab-and-go" retail solution just in time for the crucial Christmas shopping rush. Using Amazon's Just Walk Out technology, customers simply selected merchandise - from the latest kits to festive gifts and walked out. The system automatically detected the items taken and charged the customer's preferred payment method, eliminating the need for traditional checkout queues.
The store welcomed fans across the weekend. One of the first customers was a little boy named Ryan, purchasing his first-ever football kit with his grandma. They were among the first to use the new process, with his grandma expressing surprise at how quick and uncomplicated the experience was. Outside of his brand-new kit, Ryan admitted his favourite part was the cookie by Meltdown Cookies.
"This was a major step forward in delivering a best-in-class fan experience," said Dan McGinley, Head of Operations at Levy Merchandising. "Partnering with Amazon to bring their Just Walk Out technology to a Premier League retail environment for the first time was incredibly exciting. The successful weekend showed that fans truly value the speed, convenience, and modern retail experience we delivered."
The store also welcomed international fans, including a couple from Las Vegas on their European honeymoon, who made a pit-stop in Wolverhampton between their trips to Spain and Italy. The couple noted they were familiar with the technology, referencing an experience at the Hard Rock Stadium in Miami, confirming its appeal across different markets.
Community Engagement and Celebration
The Wolves Pop Up Store was more than just a retail venue; it served as a community hub that successfully brought the Molineux experience into the heart of the city. The weekend celebration included:
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Meet & Greets: Photo opportunities with club mascots, Wolfie and Wendy.
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Live Entertainment: DJ sets featuring local Wolverhampton artists.
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Sweet Collaboration: A pop-up by local musician and Grammy nominee S-X (Sam Gumbley), who provided a sneak peek of his new venture, Meltdown Cookies.
The initiative underscored a clear commitment to strengthening community ties and partnering with local businesses, effectively blending innovative retail technology with local engagement.
The Wolves Pop Up Store was open from 10am to 5pm on Saturday, October 25th, and 11am to 4pm on Sunday, October 26th.
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