As convenience retailers invest in digital capabilities to modernize operations, the expectations for tech-savvy employees are rising, from store associates to executive leaders.
Blackie Wills, president and CEO of Wills Group and Dash In convenience stores and a member of CSP’s C-StoreTEC advisory board, is leading that shift. His company launched a rewards program in 2023, prompting a new training focus for frontline staff: becoming brand ambassadors.
“Employees need to understand the functionality of the app—how to help customers enroll, how mobile ordering works, how to activate the pump with their phone,” Wills told CSP. “If they don’t know how to use it themselves, they can’t really guide customers.”
- Wills Group is No. 123 on CSP’s 2025 Top 202 ranking of U.S. convenience-store chains by store count.
Store teams are trained on the loyalty platform during onboarding, with refresher modules offered via Ready Training Online, an Elizabethtown, Pennsylvania-based training company. By enrolling in the program themselves, associates learn firsthand how to earn and redeem points on fuel, foodservice and car washes.
Beyond the store, digital literacy is also becoming essential for company leaders.
“We’re upskilling office teams with tools like SymphonyAI, Palo Alto, California, and PDI, Alpharetta, Georgia, to make smarter merchandising decisions,” Wills said. These platforms use machine learning and basket analytics to refine product placement, personalize offers and predict shopper behavior.
At the enterprise level, Wills is focused on strengthening governance around emerging technologies like artificial intelligence (AI).
“We’ve formed an internal committee to explore use cases—from financial analytics to customer segmentation—while ensuring employees are using sanctioned tools to protect data integrity,” he said.
Based in La Plata, Maryland, Wills Group has nearly 300 retail locations across the Mid-Atlantic region, including Dash In, Splash In Car Wash and SMO Motor Fuels. A family-owned company since 1926, it has expertise in convenience retailing, fuels marketing and commercial real estate.
Interested in learning more about the latest in convenience-store technology? Don't miss C-StoreTEC 2025 (October 27-29, Plano, Texas)—the industry's premier technology leadership event created by retailers, for retailers. Visit https://cstoretec.com to secure your spot at this groundbreaking conference where convenience retail leaders collaborate to drive digital transformation and accelerate growth.
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