Adnoc, Landmark Group launch ME’s largest loyalty partnership

Adnoc Distribution on Thursday announced a new collaboration with Landmark Group, the Middle East’s premier omnichannel retail leader.

The partnership enables seamless point conversion and cross-platform redemption between Adnoc Rewards and Shukran programmes, unlocking new benefits and providing greater choice for millions of members across the UAE.

Adnoc Rewards points can now be seamlessly converted into Shukran points and used across Landmark Group’s retail brands. Likewise, Shukran members can convert their points into Adnoc Rewards, unlocking access to a broad range of Adnoc services.

This two-way flexibility enhances the experience for both loyalty programme members. The partnership also sets the stage for future collaboration, including personalized, data-driven offers that deliver even greater value across both ecosystems.

Eng. Bader Saeed Al Lamki, CEO of Adnoc Distribution, said, “This collaboration brings together two of the UAE’s largest and most popular loyalty programmes, 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.”

With over 2.5 million members, Adnoc Rewards provides exclusive benefits at Adnoc Oasis convenience stores, along with automotive services like car wash and lube change and tailored offers from over 150 partners across dining, leisure, hospitality, and other sectors.

Shukran, the largest loyalty programme in the region with 7 million members in the UAE, connects customers to popular landmark brands.

Rahul Jagtiani, Group Director of Landmark Digital, stated, “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.”

In 2024, Adnoc Rewards grew by 25 percent year-on-year, reinforcing its position as the UAE’s most popular mobility and convenience loyalty programme. On average, Adnoc Rewards customers spend 20 percent more per visit than non-members.

Meanwhile Adnoc Distribution has reiterated its commitment to sustainable industrial development and boosting local content through its participation in the “Make it in the Emirates” 2025, a leading national platform for driving innovation and empowering Emirati talent.

Speaking to the Emirates News Agency (WAM), Eng. Bader Al Lamki, CEO of Adnoc Distribution, stated that the company’s participation in the forum reflects its strategy to support national products and empower young Emirati entrepreneurs.

He noted that Adnoc Distribution is committed to strengthening local supply chains through quality-driven initiatives, including the manufacturing of “Adnoc Voyager” lubricants in the UAE. He added that additional production lines have been established in Egypt, with exports reaching 47 global markets.

Adnoc Voyager is the UAE’s leading lubricant brand, and is exported to 47 countries worldwide.

Adnoc Distribution recently introduced Voyager Platinum Plus Eco, the UAE’s first lubricant product that conforms to API SQ / ILSAC GF-7, the next generation of engine oil standards. Voyager Platinum Plus Eco is one of the first lubricants in the world to adhere to this standard, introduced at the end of March.

He stated that by the end of this month, Adnoc Distribution plans to make “Adnoc Voyager” lubricants officially available through independent distributors in Egypt, further expanding the brand’s presence beyond Adnoc Distribution service stations. Adnoc Distribution CEO also noted that partnerships with startups and local brands reflect Adnoc Distribution’s keenness to invest in and empower Emirati talent.

Adnoc Distribution is taking part in the “Make it in the Emirates”, reinforcing its commitment to the UAE’s industrial strategy, youth empowerment, and local economic development.

Through a series of strategic initiatives, Adnoc Distribution is showcasing its leadership in supporting UAE-made products, youth entrepreneurship, and sustainable local supply chains.

Make it in the Emirates supports the National Strategy for Industry and Advanced Technology by localising supply chains, enabling industrial growth through partnerships and investments, and promoting AI-driven innovation, financing, and startup empowerment.

Adnoc Distribution, the UAE’s largest fuel and convenience retailer, in April announced that it is entering into a strategic partnership with noon, the Middle East’s leading digital ecosystem, through a Memorandum of Understanding (MoU). As part of this initiative, Adnoc Distribution and noon will explore opportunities to enhance last-mile delivery through AI-powered logistics collaboration.

WAM