Fresh from its acquisition of 85 former Prax forecourts, EG On The Move has signed a multi-year deal with an AI company to help improve customer experiences at the firm’s 285 forecourts.
The company will use artificial intelligence to analyse the 1,200+ planned annual mystery shopper visits that form part of the deal, which was signed with Serve First, an AI firm that counts The Body Shop, Topps Tiles and Spud Bros among its clients.
The EG On The Move contract will see data from those mystery shops analysed by AI, which provide “structured, actionable insight”, leaving managers free to focus on other priorities.
Junaid Manjra, EGOTM’s director of retail and food services, says adopting AI “reflects wider shifts in the forecourt sector, as sites become increasingly sophisticated multi-brand, multi-service destinations”.
He continues: “As this complexity grows, so does the challenge of delivering a consistent customer experience across large estates, placing greater emphasis on data-led insight and execution at site level.”
Manjra says Serve First’s system appealed to EGOTM for “its ability to translate complex data into clear, prioritised actions for our teams”, and that “the platform has been designed for rapid adoption at the site level”.
Erol Ayvaz, chief executive and co-founder of Serve First, describes EG On The Move as “at the leading edge of forecourt retail evolution”, and saiys his company will be focussed on “delivering the insight and tools needed to drive measurable improvements in both performance and customer satisfaction.”
To read more about how other forecourt operators are using AI in their businesses click here.
