Adnoc Distribution and Landmark Group Forge Loyalty Program Partnership

UAE's Mega Loyalty Programs Unite: ADNOC and Landmark Create 10-Million Member Powerhouse

The UAE's retail landscape has just witnessed a seismic shift as ADNOC Distribution and Landmark Group announced a strategic partnership that will integrate their respective loyalty programs, creating unprecedented flexibility for nearly 10 million combined members. This move positions the Emirates at the forefront of customer retention innovation in the Middle East, potentially setting a new benchmark for cross-industry collaboration.

The Numbers Behind the Alliance

The partnership brings together two retail giants with impressive reach. ADNOC's rewards program boasts 2.5 million active members who demonstrated remarkable loyalty in 2024, with the program achieving 25% annual growth. Members consistently spend 20% more per visit compared to non-members, highlighting the program's effectiveness in driving consumer behavior.

On the other side, Landmark's "Shukran" program commands an even larger footprint with over 7 million members across the UAE, making it the region's largest customer loyalty initiative. The combined membership base creates a consumer ecosystem that touches virtually every household in the Emirates.

Cross-Platform Point Exchange: A Retail First

The integration allows seamless point transfers between both platforms. ADNOC members can now convert their fuel and convenience store points into Shukran credits for use across Landmark's extensive retail and hospitality network. Conversely, Shukran members can redirect their shopping rewards toward ADNOC's mobility and convenience services.

This bidirectional flexibility addresses a common pain point in loyalty programs: point fragmentation. Instead of maintaining separate, isolated reward balances, consumers can now consolidate their purchasing power across two of the UAE's most frequented retail categories.

Strategic Timing in a Competitive Market

The partnership emerges as regional governments increasingly focus on economic diversification and consumer spending retention. The UAE's retail sector has been particularly dynamic, with international brands expanding their presence while local players seek to strengthen their market positions.

Similar loyalty consolidations have proven successful in other markets. Singapore's LinkPoints system and various airline alliance programs demonstrate how cross-industry partnerships can enhance customer stickiness while reducing acquisition costs for participating brands.

Market Implications and Competitive Response

For investors and market analysts, this alliance signals several important trends. First, it demonstrates the maturation of the UAE's retail ecosystem, where established players are moving beyond simple competition toward strategic collaboration. Second, it highlights the critical importance of customer data and retention in an increasingly crowded marketplace.

The partnership also creates significant barriers for new entrants. Competing loyalty programs will now face the challenge of matching the combined value proposition of nearly 10 million active users and hundreds of participating merchants across fuel, retail, dining, and hospitality sectors.

Expansion Potential Beyond the UAE

Both companies have regional ambitions, and this successful integration could serve as a template for expansion across the GCC. Landmark Group operates throughout the Middle East, while ADNOC has been gradually extending its retail footprint beyond the UAE's borders.

The partnership also positions both companies to better compete with global loyalty giants like Amazon Prime and Apple's ecosystem services, which have been making inroads into Middle Eastern markets.

Consumer Behavior and Long-term Impact

The integration addresses changing consumer expectations in the digital age. Modern shoppers increasingly expect seamless, interconnected experiences rather than fragmented brand relationships. By creating a unified rewards ecosystem, both companies are betting on increased customer lifetime value and reduced churn.

The 150+ partners already integrated into ADNOC's program, combined with Landmark's extensive retail network, creates a comprehensive lifestyle rewards platform that could influence shopping patterns across multiple sectors simultaneously.

This strategic alliance represents more than a simple loyalty program merger—it's a blueprint for how established regional players can leverage collaboration to create competitive moats while delivering genuine consumer value in an increasingly digital marketplace.