ADNOC Rewards and Shukran Launch UAE’s Biggest Loyalty Partnership
Millions of UAE residents will now enjoy more value from their loyalty points. ADNOC Distribution and Landmark Group have joined forces to create the region’s biggest loyalty partnership.
The deal links ADNOC Rewards, the country’s leading fuel and convenience loyalty program, with Shukran, Landmark’s popular retail program. Together, they cover almost every part of daily life—fuel, shopping, dining, and lifestyle.
How the Partnership Works
From now on:
- ADNOC Rewards members can turn their points into Shukran points and shop at Centrepoint, Max, Home Centre, Babyshop, Splash, and more.
- Shukran members can swap their points for ADNOC Rewards and use them for fuel, car washes, food, or car services at ADNOC stations.
This means drivers can use fuel points to buy clothes or furniture, while shoppers can turn retail points into fuel or car care.
Why This Matters for People
This change brings flexibility and savings. Instead of being locked into one program, customers can use points across multiple sectors.
- Families can stretch their budget by using points for fuel and shopping.
- Shoppers can turn retail spending into real savings on fuel and services.
- Drivers can enjoy more than just fuel benefits—points now open doors to fashion, lifestyle, and home products.
At a time when households want to make every dirham count, this move offers real value and everyday convenience.
The Numbers Behind the Deal
- ADNOC Rewards has more than 2.5 million members.
- Shukran has over 7 million members in the UAE.
- ADNOC Rewards grew 25% year-on-year in 2024.
- Members of ADNOC Rewards spend 20% more per visit than non-members.
These numbers show that loyalty programs are already very popular—and this partnership will make them even stronger.
The Companies’ Goals
ADNOC Distribution
ADNOC wants to grow beyond just fuel. The company’s plan is to increase non-fuel transactions by 50% by 2028. This deal helps ADNOC become more of a mobility and convenience brand than just a fuel provider.
Landmark Group
Landmark wants to give Shukran members a bigger network of benefits. By entering the fuel and mobility sector, Landmark can offer rewards that go beyond shopping—helping customers in their daily travel and car needs.
Personalised Offers Coming Soon
Both companies also plan to use data to create personalised offers. That means customers could soon get tailored discounts and promotions based on their spending habits. For example:
- Frequent drivers may get fuel-related offers.
- Shoppers may receive promotions for fashion or home items.
This shows how the partnership is not only about sharing points but also about building a smarter reward system for the future.
What This Means for the UAE
This partnership is more than just a business deal. It creates the largest loyalty network in the country, connecting fuel, retail, lifestyle, and convenience.
- For customers: more choice, savings, and flexibility.
- For businesses: more engagement and loyalty.
- For the UAE: a new benchmark in customer experience that may inspire similar partnerships in the region.
