Telecommunications operator AIS and PTT Oil and Retail Business Public Company Limited (OR) have announced a strategic partnership to create a cross-industry loyalty ecosystem. The collaboration aims to integrate the companies’ respective loyalty programs, allowing customers to redeem points across a wide network of retail and service locations throughout Thailand.
Under the agreement, AIS customers can now use their “AIS Points” for discounts on products and services at more than 7,000 OR-affiliated outlets. This network includes PTT gas stations, Café Amazon coffee shops, Jiffy convenience stores, KAMU Tea and Pearly Tea beverage shops, and the cosmetics retailer found & found.
Prapat Siangjan, Chief Retail Officer at AIS, stated that the partnership is a key strategy to enhance the utility and value of AIS Points, making them more integral to customers’ daily expenditures. “This collaboration elevates the value of every loyalty point, making the AIS Points ecosystem more comprehensive,” he said.
The initiative also aligns with OR’s digital master plan and its strategy to build an “All Lifestyles” ecosystem. Phakorn Suriyaphiwat, Executive Vice President of Digital and Solutions Business at OR, noted that connecting with AIS’s customer base of over 51.1 million users creates a seamless experience that caters to a wide range of consumer activities, from travel to daily shopping.
In addition to direct point redemption, the partnership facilitates point transfers between the two programs. Customers can convert 600 of OR’s “blueplus+” points into 50 AIS Points, which can then be used within the broader AIS partner network.
This move reflects a growing trend of cross-sector collaborations designed to increase the value proposition of customer loyalty programs by expanding redemption options and leveraging the combined strengths of major industry players.
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