ADNOC Distribution and Landmark Group Join Forces to Link Loyalty Programs for 9.5 Million UAE Customers
ADNOC Distribution has partnered with Landmark Group to connect their loyalty programs—ADNOC Rewards and Shukran—bringing together more than 9.5 million members across the UAE.
Benefits for Customers
The partnership allows customers to exchange points between the two programs. ADNOC Rewards’ 2.5 million members can now use their points at Landmark brands like Centrepoint, Max, Home Centre, Babyshop, and Splash. At the same time, Shukran’s 7 million members can turn their points into ADNOC Rewards to pay for fuel, car services, and items from ADNOC convenience stores.
The two companies also plan to work on future projects, such as personalized offers and promotions across both networks.
ADNOC said its Rewards program grew by 25% in 2024, making it the UAE’s most popular mobility and convenience program. Members also spend about 20% more per visit than non-members. This supports ADNOC’s plan to grow its non-fuel business by 50% by 2028.
Landmark’s group director, Rahul Jagtiani, called the deal a “milestone partnership” that gives Shukran members access to ADNOC services while giving ADNOC members more shopping options.
What Leaders Say
ADNOC Distribution CEO Bader Saeed Al Lamki said, “This partnership brings together two of the UAE’s biggest loyalty programs.” He added that the move will make rewards easier to use and help ADNOC become a future-ready leader in mobility and retail.
About ADNOC Distribution
ADNOC Distribution is the UAE’s largest fuel retailer, operating since 1973. It runs nearly 940 service stations in the UAE, Saudi Arabia, and Egypt, along with 379 ADNOC Oasis stores, 37 vehicle inspection centers, and more than 300 EV charging stations under the E2GO brand. ADNOC also supplies fuel to industries and government clients in 47 countries. In 2025, it ranked 54th on Forbes Middle East’s Top 100 Listed Companies.
About Landmark Group
Landmark Group, founded in 1973 in Bahrain and based in the UAE since 1990, is one of the region’s biggest retail and hospitality companies. It operates in 17 countries, with 22 homegrown brands and more than 2,200 outlets. Its brands include Centrepoint, Max, Home Centre, Babyshop, Splash, Lifestyle, Spar, Fitness First, Citymax Hotels, and Fun City. The group employs over 53,000 people.
Published: 12th September 2025
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