ADNOC Distribution, the UAE’s leading fuel and convenience retailer, has partnered with Landmark Group, a key player in the region’s retail and hospitality sector, to launch the UAE’s largest loyalty program collaboration. This strategic alliance integrates the ADNOC Rewards and Shukran programs, providing enhanced benefits and increased flexibility for millions of members across the country.
Seamless Point Conversion for Greater Convenience
The partnership allows ADNOC Rewards members to convert their points into Shukran points, redeemable across Landmark Group’s expansive portfolio of popular retail brands such as Centrepoint, Max, Home Centre, Babyshop, and Splash. Similarly, Shukran members can exchange their points for ADNOC Rewards, unlocking benefits ranging from services at ADNOC Oasis convenience stores to automotive services like car washes and lube changes.
This initiative offers a two-way advantage, ensuring that customers from both programs enjoy greater value and convenience. The collaboration also serves as a foundation for future innovations, with plans for personalized, data-driven offers aimed at enhancing customer experiences further.
A Milestone in UAE’s Loyalty Ecosystems
ADNOC Rewards already boasts over 2.5 million members, making it the UAE’s largest mobility and convenience loyalty program. Shukran, Landmark Group’s loyalty program, has an even larger membership base, with 7 million members in the UAE alone. By combining their strengths, the two programs now cater to a significant portion of the UAE’s population, setting a new benchmark for loyalty programs in the region.
"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. Bader Saeed Al Lamki, CEO of ADNOC Distribution. "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."
Landmark Group’s Rahul Jagtiani, Group Director of Landmark Digital, echoed this sentiment, stating, "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."
Supporting Growth Beyond Fuel Transactions
ADNOC’s loyalty program has seen remarkable growth, registering a 25% year-on-year increase in 2024. On average, ADNOC Rewards members spend 20% more per visit compared to non-members, underscoring the program’s influence on customer behavior. This integration with Landmark Group is expected to further support ADNOC’s strategic objective of increasing non-fuel transactions by 50% by 2028, aligning with its broader five-year growth strategy.
As both companies continue to evolve their loyalty offerings, this partnership positions them as pioneers in delivering value-driven, customer-centric experiences in the UAE’s retail and mobility sectors. By combining their extensive networks and innovative approaches, ADNOC and Landmark Group are redefining what loyalty programs can achieve in the region.