At the heart of this vision is blueplus+, OR’s integrated digital platform that unites the company’s wide-ranging services into one ecosystem. This effort reflects OR’s corporate mission of “Empowering All toward Inclusive Growth,” a commitment to delivering equitable, accessible, and sustainable value across its energy, retail, and lifestyle businesses.
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GLOPTT Oil and Retail Business Public Company Limited (OR) is fast-tracking its digital transformation with a data-driven approach that places personalization and intelligent customer engagement at the center of its strategy. This forward-looking model is designed to secure long-term growth in a market increasingly defined by competition and consumer experience.
At the heart of this vision is blueplus+, OR’s integrated digital platform that unites the company’s wide-ranging services into one ecosystem. This effort reflects OR’s corporate mission of “Empowering All toward Inclusive Growth,” a commitment to delivering equitable, accessible, and sustainable value across its energy, retail, and lifestyle businesses.
A Market Leader Embracing Digital Reinvention
As one of Thailand’s largest integrated energy and retail players, OR has become a regional benchmark for how established businesses can harness next-generation technology to elevate service quality, deepen customer relationships, and enhance operational efficiency. With its scale, innovation focus, and broad consumer reach, the company is emerging as a leader in Southeast Asia’s digital reinvention of consumer services.
Leadership in Action
Driving this transformation is Mr. Pakorn Suriyabhivadh, Senior Executive Vice President, Digital Business and Solutions, who leads OR’s personalization strategy.
“We’re no longer competing on product alone. The future belongs to brands that understand their customers deeply and deliver relevant experiences in real time,” he explained.
With 3.9 million daily users across its nationwide fuel and retail network — including PTT Station, Café Amazon, and EV Station PluZ — and over 9 million active users on the blueplus+ app, OR is using its vast data ecosystem to deliver personalized, real-time experiences across both physical and digital touchpoints.
Personalization Powered by AI
OR is deploying generative AI, predictive analytics, and real-time content delivery to design tailored engagements, particularly for Gen Z and Gen Alpha, who value authentic, identity-aligned experiences. These technologies fuel initiatives ranging from personalized promotions and AI chatbots to contextual, moment-based content delivery.
To measure progress, OR tracks two key metrics: Net Promoter Score (NPS), gauging customer loyalty across platforms, and the business impact of personalization, including average basket size, purchase frequency, and repeat engagement. Early results are strong: the relaunch of the blueplus+ app drew over 3 million video views in just three days, thanks to new generationally tailored mascots and storytelling campaigns.
A Six-Pillar Framework
OR’s digital reinvention is built on a six-pillar framework:
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Digital Consumer Landscape – A 360° behavioral data system for deeper insights into customer preferences and habits.
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Intelligent Site and Outlet – IoT, beacon technology, and video analytics to optimize in-store and on-site experiences.
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Digital Channels – Enhancements to the OR app, creating a seamless hub for loyalty, promotions, and service bookings.
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Digital Supply Chain – Connected systems streamlining logistics and reducing operational costs.
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Cloud Optimization and Enterprise Solutions – Cloud-first architecture, AI-powered back-end systems, and modern infrastructure to boost agility.
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New Revenue Diversification – Expansion into lifestyle and financial services, including a virtual banking partnership with AIS and Krung Thai Bank.
People and Culture at the Core
Despite the tech-heavy transformation, leadership stresses that organizational culture is the true driver of success.
“The hardest part of transformation isn’t the tech — it’s getting the whole organization to move together,”Pakorn noted.
The initiative began with a small cross-functional team centered on the blueplus+ app and has since expanded across business units through cultural shifts, digital skill-building, and sustained investment in data and AI infrastructure.
“Tomorrow’s strongest brands won’t just be efficient — they’ll be empathetic. For OR, that journey has already begun,” Pakorn added.
About
PTT Oil and Retail Business Public Company Limited (OR) is a leading Thai energy and retail company operating in 10 countries. Its four business groups include:
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Mobility Business: Energy solutions via PTT Station, PTT Lubricants, PTT LPG, and EV Station PluZ.
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Lifestyle Business: Café Amazon, one of Asia’s largest coffee chains, along with convenience stores and space management.
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Global Business: Over 400 PTT Stations and Café Amazon outlets across international markets.
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OR Innovation Business: New ventures and sustainable solutions driven by technology and innovation.
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