ADNOC Distribution, the UAE’s largest fuel and convenience retailer says its collaboration with Landmark Group to integrate their loyalty programs creates the region’s largest customer rewards alliance.
The partnership connects ADNOC Rewards, the UAE’s biggest mobility and convenience loyalty programme with 2.5 million members, and Landmark’s Shukran, the Middle East’s largest loyalty programme with seven million members in the UAE.
For the first time, ADNOC Rewards points can be converted into Shukran points and redeemed across Landmark’s retail network, while Shukran members can transfer their points into ADNOC Rewards for use on ADNOC Distribution’s extensive mobility and convenience services.
The two-way system unlocks hundreds of new offers and benefits, providing greater flexibility and choice for customers across both ecosystems. It also lays the foundation for future initiatives such as personalised, data-driven offers designed to enhance customer engagement and value.
Eng. Bader Saeed Al Lamki, CEO of ADNOC Distribution, said the partnership represents a milestone in delivering “best-in-class” customer experiences.
“This collaboration brings together two of the UAE’s largest and most popular loyalty programs, reinforcing ADNOC Distribution’s commitment to creating best-in-class customer experiences,” said Eng. Al Lamki
“y 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.”
ADNOC Rewards members currently benefit from discounts and offers at ADNOC Oasis convenience stores, automotive services such as car wash and lube change, and tailored promotions from more than 150 partners across dining, leisure, and hospitality. In 2024, ADNOC Rewards grew by 25% year-on-year, with members spending on average 20% more per visit compared to non-members.
Expanding customer value with Landmark
Rahul Jagtiani, Group Director of Landmark Digital, said the initiative strengthens Landmark’s customer-first strategy.
“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.”
Shukran members can redeem points across Landmark’s retail brands, including Centrepoint, Max, Home Centre, Babyshop, and Splash. The integration with ADNOC Rewards is expected to expand both programmes’ appeal and strengthen cross-sector customer loyalty.
The initiative aligns with ADNOC Distribution’s five-year growth strategy, which targets a 50% increase in non-fuel transactions by 2028.
