Phoenix Petroleum, one of the country’s largest fuel retailers, expects online sales to account for 30% of total sales as it makes a big push into digitalization.
Bilyonaryo Dennis Uy’s Phoenix is banking on its ecommerce platform, Limitless to provide the best customer experience.
“Phoenix’s growth strategy remains focused on its core petroleum business, which includes fuels and LPG, but this will be strongly supported and accelerated by our emerging digital and e-commerce channel, led by Limitless, which is our own app-based lifestyle rewards program,” said Henry Albert Fadullon, president and CEO of Phoenix.
Through Limitless, app users can earn points, claim rewards and access exclusive
promotions and privileges with every transaction at accredited merchants of Phoenix, including affiliates FamilyMart, Conti’s and Wendy’s.
The app also provides a store finder directory and a location-based community interface that allows user groups to interact with each other. It now has over 119,000 users.
“Given the changing consumer landscape vis-a-vis our existing portfolio of brands and our over 18,000 retail touch points comprised of retail service stations, LPG retail outlets, FamilyMart stores and possible retailers, we are identifying Limitless and e-commerce as our new pillar of growth that could drive close to 30% of our revenues in
the future.,” Fadullon said.
Phoenix Petroleum is setting aside P1 billion annually in the next few years for its capital expenditures.
“We will continue expanding our retail business by leveraging on our existing strategic partnerships such as the joint ventures, as well as monetizing our brands through franchising. Building on the momentum of LPG, we will also continue focusing on our cylinders to reach more households nationwide,” he said.