“We always look [at] how can we use technology and innovation to enhance the guest experience.”
Stephanie Borges
Global VP of Strategic Marketing and Partnership
Six Flags Entertainment
.…on Six Flags becoming the first theme park to use Amazon’s “Just Walk Out” technology, via Modern Retail.
Arlington-based Six Flags Entertainment wants to make it easier for its guests to buy food and drinks in a frictionless way. So it’s partnering with Amazon and Coca-Cola on a joint venture to pilot Amazon’s Just Walk Out technology at a New Jersey Six Flags location starting June 1.
A cashier-less, 400-square-foot Quick 6 convenience store in the theme park will enable guests to enter, grab what they want, and walk out instantly—after they first enter their credit card on the Just Walk Out device.
Six Flags Entertainment is partnering with Amazon and Coca-Cola on Amazon’s cashier-less “Just Walk Out” technology. [Photo: Six Flags]
“We look at holistically a consumer coming to our parks and all the different things that they’re doing in that day and one of the pain points is always lines,” Borges told Modern Retail.
Coca-Cola’s Rachel Chahal, director of amusement and entertainment partnerships, told Modern Retail her company hopes the collaboration could boost Coke’s retail sales per guest by 10%, adding, “If we hit those numbers, then we’ll be able to implement the technology in other parks and ultimately replace all the vending machines.”
If the New Jersey pilot is successful, another rollout is slated for Six Flags Magic Mountain in Los Angeles.
In 2021, Amazon implemented the technology at Dallas Love Fieldin partnership with a Hudson Nonstop store, incorporating an Amazon One palm-scanning device. In 2022, Amazon expanded the palm-scanning tech to two North Texas Whole Foods Markets in Irving and Highland Village.
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