ADNOC Distribution launches loyalty partnership with Landmark Group
ADNOC Rewards and Shukran members gain new flexibility with seamless point conversion and cross-platform redemption.
ADNOC Distribution has partnered with Landmark Group, one of the leading retail operators in the United Arab Emirates (UAE), to launch what they describe as the largest loyalty collaboration in the Middle East. The initiative allows customers to convert points between the ADNOC Rewards and Shukran programs, unlocking broader redemption options and greater value for millions of members.
Under the new scheme, ADNOC Rewards points can be converted into Shukran points for use across Landmark brands such as Centrepoint, Max, Home Centre, Babyshop, and Splash. In turn, Shukran members can redeem their points through ADNOC Rewards for services including fuel, car washes, lube changes, and offers at ADNOC Oasis convenience stores.
“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.”
Rahul Jagtiani, Group Director of Landmark Digital, added that the alliance reflects Landmark’s commitment to innovation and customer satisfaction by enabling cross-platform benefits.
ADNOC Rewards currently has more than 2.5 million members, while Shukran counts 7 million in the UAE alone. ADNOC said the partnership supports its five-year growth strategy, including a target to increase non-fuel transactions by 50% by 2028, part of its broader transition toward becoming a future-ready mobility and convenience retailer.
