ENOC and Landmark Group have entered into a strategic partnership, allowing members of their loyalty programs, Yes Rewards and Shukran, to exchange points between the two platforms in the UAE.

Customers can use the Yes Rewards and Shukran apps to convert points in both apps, allowing them to redeem rewards across fuel, automotive services, convenience stores, and a wide range of retail categories.

Converted Shukran points can be used across participating ENOC locations, including ENOC service stations, Zoom convenience stores, AutoPro automotive services, and Tasjeel testing and registration facilities.

Converted YES Rewards points can be redeemed across participating Landmark Group retail brands, including Centrepoint, Max, Home Centre, Home Box, Babyshop, Splash, Styli, and Emax.

Zaid Alqufaidi, MD of ENOC Retail, said that the collaboration aims to enhance the customer retail experience by offering added flexibility across a wider array of services.

He also noted that integrating the two programs provides consumers with a streamlined digital path that aligns with evolving retail expectations.

Rahul Jagtiani, group director at Landmark Group, emphasised that effective loyalty ecosystems must adapt to consumer needs. 

“This partnership reflects the opportunity to create greater customer value by connecting complementary ecosystems. It combines the strengths of two trusted regional platforms and uses technology to give customers more choice, greater flexibility and a simpler way to benefit from their loyalty,” said Jagtiani.

ENOC Group is a wholly owned entity of the government of Dubai operating across energy sector value chains, non-fuel F&B retail, and automotive services.

In June, Landmark Group’s subsidiary brand, Max Fashion, partnered with Google Cloud to integrate artificial intelligence into its digital commerce platforms.