Wills Group taps AI to enhance customer experience

The retailer has partnered with SymphonyAI for long-term growth as it expands across the US and upgrades its Dash In retail network.

The Wills Group is implementing a connected retail strategy via its partnership with SymphonyAI to provide a more engaging, consistent shopper experience via focused space planning.

The Mid-Atlantic fuel and convenience retailer will upgrade its Dash In retail network by optimizing shelf management and improving customer engagement. SymphonyAI’s Connected Retail Platform is designed to scale with the group’s expansion, adapting to shifting shopper behaviors, competitive dynamics, and market trends.

Through this partnership, Wills Group aims to offer a more personalized and efficient shopping experience to its customers.

“As we become a more sophisticated retailer through data analytics, SymphonyAI has demonstrated deep knowledge of our convenience retail requirements and technical capability. Through a highly collaborative approach, we developed a rapport with the Symphony AI team and became comfortable with their technology and approach,” said Mark Samuels, EVP of Convenience Retailing for Wills Group.

As Wills Group incorporates additional integrated applications into the platform, it will unify data and insights, harness predictive and generative AI, streamline operations, enhance automation, and improve financial outcomes.