ENOC Group and Landmark Group have launched a partnership allowing members of their YES Rewards and Shukran loyalty programmes to exchange points with each other, giving UAE customers a single connected way to earn and spend rewards across fuel, retail and lifestyle categories.
The tie-up links two of the region's most widely used loyalty schemes. Shukran members can now convert their points for use at ENOC touchpoints, including ENOC service stations, ZOOM convenience stores, AutoPro automotive services and Tasjeel testing and registration centres. YES Rewards members, in turn, can redeem converted points across Landmark Group brands such as Centrepoint, Max, Home Centre, Home Box, Babyshop, Splash, Styli and Emax.
The exchange can be carried out directly through the YES Rewards and Shukran mobile applications, subject to each programme's terms and conditions, making the process straightforward for members already using either platform.
Zaid Alqufaidi, Managing Director of ENOC Retail, said the partnership was designed to make everyday customer experiences more convenient and connected, giving members greater flexibility to use their rewards across a wider range of services and purchases.
Rahul Jagtiani, Group Director at Landmark Group, said the collaboration reflects how loyalty ecosystems must evolve alongside customer needs. He added that combining two trusted regional platforms gives members more choice and a simpler path to benefiting from their loyalty.
By bridging fuel and automotive services with fashion, home and electronics retail, the partnership pushes both loyalty programmes beyond their traditional boundaries. It positions the collaboration as relevant not just to shopping but to the essential, high-frequency services UAE residents rely on daily, reinforcing a broader industry shift toward interconnected loyalty ecosystems.
News Source: TrailRunner International
