PTT Oil and Retail Business Public Company Limited (OR) is accelerating its digital transformation agenda with a data-first strategy that places personalisation and intelligent customer engagement at the core of its business model — positioning the company for sustained growth in an increasingly competitive and experience-led consumer landscape.
This philosophy underpins OR’s corporate vision of ‘Empowering All toward Inclusive Growth,’ which guides the company’s long-term commitment to delivering equitable, accessible and sustainable value across its energy, lifestyle and retail ecosystem.
As one of Thailand’s leading integrated energy and retail players, OR has become a benchmark in the market for how traditional businesses can embrace next-generation technologies to elevate service quality, customer intimacy, and operational excellence. The company’s scale, reach, and innovation mindset position it at the forefront of digital reinvention in Southeast Asia’s consumer services sector.
Supporting that vision is Mr. Pakorn Suriyabhivadh, Senior Executive Vice President, Digital Business and Solutions at OR, who is leading the enterprise-wide personalisation 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 said.
With over 3.9 million daily users across its fuel and retail network, including PTT Station, Café Amazon, and EV Station PluZ, and more than 9 million active users on its blueplus+ app, OR is tapping into its vast data ecosystem to design highly tailored, real-time engagements that span both physical and digital experiences.
Central to this effort is the use of generative AI, predictive analytics, and real-time content delivery to create personalized touchpoints — particularly for younger consumers like Gen Z and Gen Alpha, who prioritize meaningful and identity-aligned experiences. These technologies power everything from customized offers and chatbot recommendations to moment-based content that aligns with a user’s context and behaviour.
To measure success, OR focuses on two core performance indicators: Net Promoter Score (NPS), which tracks customer loyalty across each platform and channel, and the business impact of personalised campaigns — including average basket size, purchase frequency and repeat engagement. Early results point to tangible improvements on both fronts. One of the most visible outcomes was the relaunch of the blueplus+ app, which attracted over 3 million video views within three days of launch, fueled by storytelling that introduced a new cast of brand mascots tailored to different generations.
Still, OR leadership emphasises that technology alone is not enough. “The hardest part of transformation isn’t the tech — it’s getting the whole organization to move together,” Mr Suriyabhivadh noted. He explained that the initiative began with a small cross-functional team focused on the blueplus+ app, before scaling across business units through cultural change, digital capability-building, and investment in data infrastructure and AI platforms.
“Tomorrow’s strongest brands won’t just be efficient — they’ll be empathetic,” he added. “For OR, that journey has already begun.”
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