Innovation

A look inside MRKT: The contactless store at Jacksonville Jaguars' stadium

January 4, 2022 | By Ben Fox Rubin

The future of physical retail is slowly making its way into your daily life.


You can find an example of that trend near Section 244 at TIAA Bank Field in Jacksonville, Florida. There, the stadium – which is home to the NFL’s Jacksonville Jaguars – opened the new MKRT location. It's a contactless convenience store that uses AI-powered cameras, QR codes and turnstiles to get rid of checkout lines entirely. You can just wave your phone at the entrance, grab what you want and get back to the game.

MRKT, which opened in September and uses Mastercard’s Shop Anywhere tech platform, is part of an effort to bring some of the best ideas from e-commerce into brick-and-mortar stores. That work includes building more analytics into shops so retailers can learn more about their foot traffic, including repeat visitors and time spent browsing, and using VR goggles in stores to let customers see what home décor and furniture look like in different settings.

The new year will likely showcase even more ideas that will meld physical and virtual retail.

Here’s a look at MRKT and how it works.

Ben Fox Rubin, vice president, editorial content, Mastercard