Bangkok, Thailand – PTT Oil and Retail Business Public Company Limited (OR) is strengthening its digital transformation agenda through a data-driven strategy that places personalisation and intelligent customer engagement at the centre of its operations.
The initiative is designed to support sustainable growth in Thailand’s competitive consumer services landscape.
The approach reflects OR’s wider corporate vision of fostering inclusive growth across its energy, lifestyle, and retail ecosystem. By integrating advanced technologies, the company aims to deliver accessible and sustainable value while maintaining its position as a leading integrated energy and retail player in Thailand and the wider Southeast Asian region.
Pakorn Suriyabhivadh, senior executive vice president of digital business and solutions at OR, explained how brands must understand their customers deeply and deliver relevant experiences in real time.
“This initiative began with a small cross-functional team focused on the blueplus+ app. Then we expanded to scaling across business units through cultural change, digital capability-building, and investment in data infrastructure and AI platforms,” Pakorn commented.
He added, “However, the hardest part of transformation isn’t the tech – it’s getting the whole organisation to move together.”
With more than 3.9 million daily users across its fuel and retail network — including PTT Station, Café Amazon, and EV Station PluZ — and over 9 million active users on its blueplus+ app, OR is leveraging its data ecosystem to create tailored engagements that connect both physical and digital experiences.
Generative AI, predictive analytics, and real-time content delivery are central to this strategy. These technologies enable personalised interactions such as customised offers, chatbot recommendations, and context-driven content, with particular emphasis on meeting the expectations of younger generations like Gen Z and Gen Alpha.
Supporting these efforts is a six-pillar digital transformation framework that integrates personalisation into every part of the organisation. This includes the development of a 360-degree behavioural data system, the use of IoT and video analytics to improve on-site interactions, the expansion of the OR app as a hub for promotions and loyalty services, and the adoption of connected supply chain systems to streamline logistics.
The digital transformation framework also involves a cloud-first architecture with AI-driven enterprise solutions to increase agility, alongside diversification into lifestyle and financial services, such as a new virtual banking partnership with AIS and Krung Thai Bank.
Alongside technology adoption, OR is investing in cultural change, capability building, and infrastructure development to ensure organisation-wide alignment.
Starting with small-scale initiatives such as the enhancement of the blueplus+ app, the company has expanded these practices across multiple business units to support its long-term digital growth strategy.
