CP AXTRA Public Company Limited, an operator of Asia's leading wholesaler and retailer "Makro - Lotus's", has reaffirmed its position as a leader in Thailand's wholesale and retail industry by winning six awards at the Retail Asia Awards 2025. These accolades highlight the company's exceptional capabilities, creativity, and unwavering commitment to sustainable development - spanning technology, marketing strategies, customer experiences enhancement, and socially responsible business practices with a dedication to deliver value to customers and all stakeholders. The awards received by CP AXTRA are as follows:
- E-Commerce Initiative of the Year - Thailand recognized the transformation of Makro PRO into a smart digital platform. The revamped platform now features AI and Machine Learning technologies, including vector search powered by large language models (LLMs) to accurately understand customer needs. This advancement significantly enhances customer experience and engagement.
- In-store Customer Experience of the Year - Thailand celebrated Makro's Disney Fresh Food Campaign. This marked the first time in Southeast Asia that Disney partnered with a fresh food business, bringing its iconic characters to create a new experience that blends "fun, health, and culture" during the Chinese New Year festival, making the shopping experience more enjoyable than ever.
- Domestic Retailer of the Year - Thailand was awarded in recognition of Lotus's 31st Anniversary campaign, which seamlessly blended the K-pop trend with a value-driven promotional strategy. Featuring iconic actor "Gong Yoo" as the brand presenter, the campaign generated over 40 million impressions, significantly boosting brand recall and positive sentiment. It also successfully expanded the customer base by reaching new target segments.
- Hypermarket of the Year - Thailand was awarded to Lotus's for its innovative approach to Chinese New Year offerings under the concept of "Mu-getting," which blends modern lifestyle trends with traditional cultural values. This initiative resonated strongly with modern consumers. Highlights included the launch of LINE stickers featuring the God of Fortune, allowing customers to send digital blessings, and the creative content series "Auspicious Menus from Sacrificial Offerings," which reimagined traditional offerings into delicious new dishes.
- Influencer Marketing Campaign of the Year - Thailand was awarded to Lotus's for the "Grilled Chicken x EGG Digital" campaign, which utilized first-party data to select influencers who precisely matched the target audience, including those who had never purchased fresh food before. The campaign conveyed authentic experiences, generated strong online engagement, and converted interest into actual in-store sales. It reinforced Lotus's strength in the fresh food category and successfully expanded the brand's customer base.
- ESG Initiative of the Year - Thailand was awarded to CP AXTRA for its commitment to generating income and career opportunities through the "Platform of Opportunity." This initiative aims to enhance the potential of Thai farmers and SMEs by leveraging technology, business support, and partner networks, with a goal to create 400,000 income and career opportunities by 2030.
The success at the Retail Asia Awards 2025 reflects CP AXTRA's commitment to the business transformation through innovation, technology, and strategies that address consumer needs across all dimensions. The company is dedicated to creating value for customers, partners, society, and the environment, reinforcing CP AXTRA's position as a leading wholesale and retail business in Asia.