Phoenix intensifies digital thrusts, business innovations

Jul 27, 2022

MANILA, Philippines — Two years into the pandemic, e-commerce has been on the rise and almost all businesses have pivoted to strengthen their digital thrusts. 

In the case of Phoenix Petroleum Philippines, the country’s third-largest independent oil company is unstoppable with its thrusts into digital through its LIMITLESS app, and its recent partnership with e-Tap Solutions, Inc. that strengthen its digital payment solutions in its outlets and widen its customer touchpoints. The strategic partnership with e-Tap provides customers access to a wide range of options, including self-service payment machines across its retail sites and stores nationwide.

Strong Digital partnerships

Phoenix Petroleum and e-Tap Solutions will install new machines at 70 FamilyMart stores and Phoenix Stations this year. This further provides convenience to consumers as Phoenix continues to make its sites one-stop-shop destinations for varying needs – these include bill payments, e-money top-up, and prepaid loading.

Meanwhile, Phoenix’s LIMITLESS app enables consumers to purchase products and avail of services in any participating Phoenix Gas station, FamilyMart Stores, Phoenix Super LPG Hub, and Autoworx Plus branches and other merchant partners nationwide. But that’s not all because altogether, its services let them earn rewards, discounts, and more importantly, donate to communities using their earned points.

Donating via the LIMITLESS app is also made possible by a recently inked agreement between Phoenix and ABS-CBN LingkodKapamilya Foundation, Inc. (ALKFI). Through this, members can use their points to contribute to the causes of ALKFI, such as child welfare (Bantay Bata 163), environment protection (Bantay Kalikasan), disaster risk reduction and relief operations (Sagip Kapamilya), education (ProgramaGenio), and community development empowerment (Integrated Area Development).

“We are glad to be a part of this endeavor so that our customers do not only earn rewards from transactions with our brands, they can also extend help to those in need, which is very much aligned with our vision,” said Phoenix Petroleum Senior Vice President Atty. Raymond Zorrilla. LIMITLESS and Phoenix have worked together to help different communities. In the aftermath of Typhoon Odette, Phoenix fuel vouchers were donated via LIMITLESS to various beneficiaries, aiding rescue and recovery operations.

Capturing domestic market in LPG sales

Apart from its digital thrusts, Phoenix has seen an upturn in its LPG business expanding its domestic market in Luzon, and boosted sales in its canister SKU in VisMin. This favorable condition in Phoenix’s operations has propelled the company towards improving its financial structure. The company says the growth in the domestic business-to-business (B2B) segment, and overseas trading business, complemented by prudent resource management have brought improved operating earnings performance driving their momentum across their businesses.  Its sales volumes for retail and commercial sales have grown even amid the health crisis. Its earnings before interest, taxes, depreciation, and amortization (EBITDA) registered 41% increase to Php3.5 billion largely attributed to consistent volume growth of commercial and overseas, solid LPG performance and recovering retail volume. Moreover, Phoenix continues its focus on its deleveraging strategy for improved business structure and performance. 

Apart from a growing portfolio, Phoenix’s solid business in LPG has doubled in the last five years underpinned by the company’s expansion in Luzon, which reportedly accounts for 32% of the total volume from a mere 5% since Phoenix acquired the LPG business. The expansion into new markets and product innovation, alongside strong business fundamentals, contributed to the notable growth of LPG doubling its market share to 8% in less than five years.

Phoenix Petroleum Philippines President Henry Fadullon attributes the higher volume growth and “trend of delivering healthy EBITDA with their commitment to prudent management of resources and their ongoing momentum across their diversified portfolio that is seeing strong support from customers and partners.”

Boosting market innovations

Phoenix’s growth is further strengthened by its digital presence, diversified revenue streams with new B2B markets, and new station format with the Phoenix Block launched in 2021.  More than just fuel, the Phoenix Block located at Sucat Skyway, is a multi-purpose retail compound that features a Phoenix gas station, a FamilyMart convenience store, a Phoenix SUPER LPG Hub, an Autoworx Plus automotive care shop, Limitless digital transactions, bills payment, and a fast-food counter.

Despite the pandemic last year, Phoenix also opened its very first station along the North Luzon Expressway in December as part of the NLEX Drive&Dine. Phoenix also expanded its FamilyMart network of convenience retailing with additional locations in Baguio City, Cebu City and its newest stores in Davao in 2021.

Earlier, Phoenix opened three new stations in Metro Manila: Phoenix Harvard in EDSA cor. Harvard St., Makati City; Phoenix Pioneer in Shaw Blvd. cor Pioneer St., Pasig City; and Phoenix Super8 in Ortigas Extension, Pasig City.

Taking on this momentum, continuing economic recovery and resilient business, complemented by its widening digital touchpoints to its markets are helping the company deliver further growth and value for its customers.  Its extensive portfolio and diverse offering and cohesive selection of brands complement a full lifestyle that address the needs of motorists and more communities – making Phoenix an indispensable partner to Filipinos.


This story originally appeared on the Philippine Star.

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