SPORTS RETAIL & SELF-ORDERING
Real-Time Jersey Personalisation at Borussia Dortmund’s Stadium
Personal. Digital. Matchday-ready.
Jersey personalisation has been reinvented by football icons Borussia Dortmund, through their merchandising arm BVB Merchandising GmbH, with a digital Jersey Customiser powered by Zucchetti, turning a manual, queue-heavy process into a fully automated, scalable journey.
Built on TCPOS and ten Self-Ordering Kiosks, the new flow lets fans configure, pay and collect their personalised jersey on their terms, cutting average waiting times by 14 minutes and lifting revenue by up to 18% per season.
BVB Merchandising GmbH
Stadium Retail & Fan Merchandise
Industry: Sports & Fan Merchandise Retail
Location: Germany
Solutions:
TCPOS
Self-Ordering Kiosk
Website: shop.bvb.de
“With the Jersey Customiser, we offer our fans a digital experience that truly reflects Borussia Dortmund. The solution is intuitive, stable and fully integrated into our systems. What impressed us most was the collaborative partnership with Zucchetti and the technical strength of the platform.”
Kerstin Zerbe, Managing Director, BVB Merchandising GmbH
The Challenge
Before the digital Jersey Customiser, jersey personalisation at the stadium was entirely manual: fans queued at the till, communicated their requests verbally and paid on-site, with every step requiring direct staff involvement. Order status was opaque, fans waited in the retail area until their collection number appeared on a screen, leading to crowded waiting zones on matchdays.
Behind the scenes, the POS ran on a previous system that did not featureany digital ordering option, and production was triggered manually. The process was error-prone, hard to scale and difficult to manage under matchday peaks. BVB Merchandising needed a structured, transparent and stable solution that integrated seamlessly with the existing system landscape.
Implemented Solutions
Zucchetti, working alongside BVB Merchandising and partner epicto, delivered an end-to-end digital personalisation experience designed for the demands of a Bundesliga matchday.
- TCPOS, the reliable, omnichannel POS foundation built for high-volume stadium environments
- Self-Ordering Kiosk, ten in-store terminals with a real-time 3D jersey preview, name, number and badge selection
- End-to-end integration, automatic transfer of order data to production, with ERP, CRM and member discounts fully connected
- Notification system, on-site screens and smartphone alerts so fans collect without queuing again
The Project
The Jersey Customiser was implemented through close collaboration between BVB Merchandising, Zucchetti and epicto. After defining objectives and technical requirements, the team installed the ordering terminals, integrated the relevant interfaces and tested the solution in a live matchday environment. Staff training, system stability checks and the planned go-live followed.
Fans now configure their jersey independently at one of ten kiosks, including name, number and optional badges, with a 3D preview rendering the result in real time. Ordering and payment are completed at the terminal, with order data flowing automatically to production and member discounts applied automatically. Once production is complete, fans receive a notification on-screen or via smartphone and collect without waiting in line. Since go-live, the entire process has been fully digital.
Key Benefits:
- 14 minutes saved: average waiting time reduced for every personalised jersey
- +18% revenue per season: since the digital process went live
- Fully digital end-to-end: from kiosk configuration through production to collection
- Stadium-grade reliability: TCPOS handles thousands of transactions during peak matchday traffic