Adnoc Distribution and Landmark Group Forge Loyalty Program Partnership

UAE Retail Giants Merge Loyalty Programs in Strategic Alliance That Could Reshape Regional Customer Rewards

ADNOC Distribution and Landmark Group have struck a partnership that integrates two of the UAE's largest customer loyalty programs, creating a unified rewards ecosystem serving nearly 10 million members. The deal allows seamless point transfers between ADNOC Rewards and Shukran programs, potentially setting a new standard for cross-industry loyalty partnerships in the Middle East's competitive retail landscape.

A Marriage of Market Leaders

The strategic cooperation agreement brings together ADNOC Distribution's 2.5 million-member rewards program with Landmark Group's Shukran program, which boasts over 7 million members across the UAE. This creates one of the region's most comprehensive loyalty networks, spanning fuel retail, hospitality, dining, and entertainment sectors.

Under the new arrangement, ADNOC Rewards members can convert their points to Shukran currency for use across Landmark's retail and hospitality brands, while Shukran members gain access to ADNOC's fuel stations and partner network of more than 150 businesses.

The Numbers Behind the Partnership

ADNOC Distribution's loyalty program demonstrated robust growth with a 25% annual increase in 2024, reflecting the UAE's expanding consumer spending and the effectiveness of rewards-based customer retention. The integration with Shukran—described as the region's largest customer loyalty program—creates significant scale advantages for both companies.

Strategic Implications for UAE's Retail Evolution

This partnership reflects a broader trend toward ecosystem consolidation in the Gulf's retail sector. Similar to how Singapore's major retailers have integrated loyalty programs to compete with digital platforms, the ADNOC-Landmark alliance positions both companies to better compete against international e-commerce giants and emerging fintech solutions.

The move mirrors successful loyalty integrations seen in mature markets like the United States, where airline-hotel partnerships and credit card reward transfers have become standard practice. However, the UAE deal is notable for crossing traditional industry boundaries between energy retail and lifestyle commerce.

Market Impact and Investor Perspective

For investors, this partnership signals several key developments in the UAE's retail landscape. First, it demonstrates the increasing value of customer data and loyalty infrastructure as strategic assets. Second, it suggests that traditional retailers are proactively adapting to digital-first competition by creating more comprehensive customer experiences.

The timing is particularly significant as the UAE government pushes economic diversification away from oil dependence. ADNOC Distribution's expansion into lifestyle partnerships aligns with this broader economic transformation while leveraging its existing customer base and distribution network.

Competitive Response Expected

This integration will likely pressure other major UAE retailers to form similar alliances or enhance their own loyalty offerings. Companies like Majid Al Futtaim, which operates extensive mall and retail networks, may need to respond with comparable cross-sector partnerships to maintain competitive positioning.

The partnership also creates barriers for new market entrants, as the combined program offers consumers compelling reasons to consolidate their spending within the ADNOC-Landmark ecosystem rather than experiment with alternative providers.

What This Means for Consumers

Beyond the immediate convenience of point transfers, this partnership represents a shift toward more sophisticated customer relationship management in the region. Members can now optimize their rewards across daily necessities like fuel and broader lifestyle spending, potentially increasing the real value of their loyalty program participation.

The success of this integration could accelerate similar partnerships across the Gulf Cooperation Council countries, where cross-border retail expansion and customer loyalty remain key growth strategies for major retailers.