ADNOC Distribution And Landmark Group Launch Loyalty Partnership In The UAE

ADNOC Distribution has entered into a strategic partnership with one of the region's leading omnichannel retail corporation Landmark Group. This collaboration permits the interchange and mutual redemption of points between ADNOC Rewards and Shukran programmes. This initiative promises to enrich the shopping experience for countless members throughout the UAE by offering them a wider array of choices and benefits.

This partnership paves the way for the conversion of ADNOC Rewards points into Shukran points, which can be utilised across various retail outlets under the Landmark Group umbrella.

Similarly, Shukran members have the privilege of transforming their points into ADNOC Rewards, thereby gaining access to an extensive selection of ADNOC services. This dual advantage not only augments the user experience for members of both programmes but also lays the groundwork for future collaborations that aim at delivering personalised, data-enhanced offers for enhanced value across both platforms.

Bader Saeed Al Lamki, CEO of ADNOC Distribution, remarked, "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. 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."

ADNOC Rewards, with its 2.5 million members, provides unmatched benefits at ADNOC Oasis convenience stores and offers services such as car wash and lube change. In addition, members enjoy tailored offers from over 150 partners across multiple sectors like dining, leisure, and hospitality.

On the other side, Shukran, with a staggering 7 million members in the UAE, connects consumers to prominent Landmark brands such as Centrepoint and Babyshop, among others, further enhancing the shopping experience.

Rahul Jagtiani, Group Director at 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 a notable achievement for ADNOC Rewards, the programme witnessed a 25% growth in 2024, affirming its status as the most preferred loyalty program in the UAE for mobility and convenience. It was observed that ADNOC Rewards customers tend to spend 20% more per visit compared to non-members, indicating the influential role of the programme in shaping consumer spending habits. The programme stands as a vital component of ADNOC Distribution's five-year growth strategy, aiming to boost non-fuel transactions by 50% by 2028.