Adnoc Distribution, Landmark Group launch loyalty partnership

12/09/2025 03:14 AST

Adnoc Distribution, a UAE fuel and convenience retailer, has partnered with Landmark Group, the Middle East's omnichannel retail leader, to offer point conversion and cross-platform redemption between Adnoc Rewards and Shukran programmes.

Adnoc Rewards points can now be converted into Shukran points and used across Landmark Group's retail brands.

Likewise, Shukran members can convert their points into Adnoc Rewards, unlocking access to a broad range of Adnoc services.

This two-way flexibility enhances the experience for both loyalty programme members.

The partnership also sets the stage for future collaboration, including personalised, data-driven offers that deliver even greater value across both ecosystems.

Bader Al Lamki, CEO of Adnoc Distribution, said: "This collaboration brings together two of the UAE's largest and most popular loyalty programmes, reinforcing Adnoc Distribution's commitment to creating best-in-class customer experiences. By making Adnoc Rewards points more accessible, we are enhancing convenience and offering customers more value in their everyday transactions. Through this innovative partnership, we continue to drive Adnoc Distribution's transformation into a future-ready mobility and convenience retail leader, focused on adding value to the communities we serve."

With over 2.5 million members, Adnoc Rewards provides exclusive benefits at Adnoc Oasis convenience stores, along with automotive services like car wash and lube change and tailored offers from over 150 partners across dining, leisure, hospitality, and other sectors.

Shukran, the largest loyalty programme in the region with 7 million members in the UAE, connects customers to popular Landmark brands, including Centrepoint, Max, Home Centre, Babyshop, and Splash.

Rahul Jagtiani, Group Director, Landmark Digital, stated: "We are excited to announce this milestone collaboration with Adnoc Distribution, offering our members the opportunity to convert their Adnoc Rewards Points to Shukran points for shopping across our brands. At the same time, Shukran members will enjoy a more rewarding experience by converting their points into Adnoc Rewards, unlocking access to a wide range of Adnoc Distribution services. This strategic alliance reflects our commitment to innovation and customer satisfaction, marking a significant step in enhancing the value we deliver to our customers."

In 2024, Adnoc Rewards grew by 25 per cent year-on-year, reinforcing its position as the UAE's most popular mobility and convenience loyalty program,e.

On average, Adnoc Rewards customers spend 20 per cent more per visit than non-members, reflecting the programme's strong influence on customer spending behavior.

Adnoc Rewards is a key enabler of Adnoc Distribution's five-year growth strategy, supporting the company's ambition to grow non-fuel transactions by 50 per cent by 2028.

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