Three walk-up, self-serve touchscreen digital ordering kiosks for custom player jerseys at Ford Field's main retail store have "boosted efficiency and revenue" for the Lions and stadium merchandise concessionaire Levy Retail, according to Bill Shea of CRAIN'S DETROIT BUSINESS. Neither the team nor Levy would "specifically talk about dollars, but the evidence is they're moving more personalized jerseys." The jerseys typically take about 20 minutes to "create in the small room in the back of the store." On gamedays, two Levy staffers "work a pair of machines that attach the letters and numbers to the jerseys." Orders submitted before halftime can be "picked up in the second half, and orders after halftime can be picked up the following day." The retail store is also "open during the week for the general public." Levy's Ford Field Dir of Operations Scott Gustafson said that the shop now "typically does 40-50 custom jerseys per game." The shop can also "act as a backup in case any sell out during a game." Gustafson said that that "can happen when a player has a great performance." For example, when CB Darius Slay "intercepted a pass to set up the Lions' game-winning field goal against the Vikings on Nov. 20, fans made a mini run on his jerseys and other merchandise with his name on it." Shea noted the shop "creates the custom jerseys used by the Lions to honor former players, celebrities, corporate sponsors and other dignitaries for games and events." It also "handles the jersey orders from players for their family and friends" (CRAINSDETROIT.com, 12/19).
