Serve First, an AI driven customer experience and performance management platform, has announced a new partnership with UK forecourt and convenience retail operator EG On The Move. This will cover EG On The Move’s 187 UK sites.

The tie up includes plans to conduct over 1,200 mystery shopping visits per year, assessing customer experience at the forecourt level and within concessions, providing staff with the structured, actionable insight needed to deliver a consistent standard of service across every site.

Junaid Manjra, Director of Retail and Food Services at EG On The Move, says: “Our partnership with Serve First reflects wider shifts in the forecourt sector, as sites become increasingly sophisticated multi-brand, multi-service destinations. 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.”

“Serve First’s AI powered analytics platform stood out for its ability to translate complex data into clear, prioritised actions for our teams. Crucially, the platform has been designed for rapid adoption at the site level, enabling our forecourt managers to stay focused on performance rather than administration. Serve First's deep experience across the forecourt and wider retail sectors gave us confidence that we’re working with a partner who understands our operational challenges and can support us in consistently delivering the high-quality customer experience our customers expect.”

Erol Ayvaz, CEO and Co-founder at Serve First, pictured below, comments: "EG On The Move is at the leading edge of forecourt retail evolution, where consistency of customer experience is critical, not just for the forecourt operators but for the brands they operate. As sites become more complex and dynamic, the ability to measure, understand and act on performance in real time becomes a real competitive advantage. EG On The Move has clear ambitions to raise the bar across its estate, and Serve First is proud to support that journey by delivering the insight and tools needed to drive measurable improvements in both performance and customer satisfaction.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.