Dash In, a Wills Group convenience store chain, has selected commerce and loyalty firm Hathway to launch a new mobile customer platform. The platform covers retail purchasing, in-app fuel rewards, order ahead and food delivery features and car wash purchases.
Hathway will also develop mobile app strategy and user experience (UX) and user interface (UI) design. By integrating content, loyalty and commerce for the Dash In loyalty program, customers will receive personalized offers and rewards. Additionally, car wash purchases made through the platform will drive customers to Wills Group subsidiary Splash In’s car washes.
Hathway will pair with with NomNom, its proprietary experience platform, to build, operate and enhance Dash In’s digital experiences. With full integration across platforms and partners, the resulting work will be purpose-built for customer connections. 
“At Dash In, our brand mantra is to lift life’s journeys. We aim to accomplish this by putting our customer experience front and center, with a focus on transforming everyday errands into engaging experiences,” said Blackie Wills, president and COO of the Wills Group. “Throughout the request-for-proposal process for our digital transformation, it became clear Hathway was the right partner to develop a functionality roadmap that delivers and exceeds our business goals.”
Dash In said it expects Hathway’s digital work to launch in Fall 2021, helping to connect customers from Dash In’s 55 convenience stores and Splash In’s 47 car washes in Maryland, Virginia and Delaware. The Wills Group, based in La Plata, Md., owns and operates 280 convenience retailing outlets in the Mid-Atlantic region. The Wills Group is No. 114 on CSP’s 2020 Top 202 list of c-stores by store count.
Hathway, based in San Luis Obispo, Calif., specializes in content, commerce and loyalty for restaurant, retail and convenience-store brands.
This article originally appeared in CSP.
