ENOC Group, a leading integrated global energy player, have announced a strategic partnership with Landmark Group, the leading omnichannel retail and hospitality business, enabling members of YES Rewards and Shukran, to exchange points between the two loyalty programmes in the UAE.

Through this partnership, customers will be able to convert YES points into Shukran points and Shukran points into YES points through the respective applications, extending the value of their rewards across fuel, convenience, and automotive services, as well as fashion, home, electronics and other retail categories.

Shukran members will be able to convert their rewards for use across participating ENOC touchpoints, including ENOC service stations, ZOOM convenience stores, AutoPro automotive services and Tasjeel testing and registration services. YES Rewards members will be able to use converted rewards across participating Landmark Group brands including Centrepoint, Max, Home Centre, Home Box, Babyshop, Splash, Styli and Emax.

 Zaid Alqufaidi, Managing Director of ENOC Retail, ENOC Group, said: “We are continually looking at ways to make our customers’ everyday experience more convenient, connected and rewarding. This partnership with Landmark Group enhances retail experience by giving customers greater flexibility to use the rewards they earn across a broader range of services and purchases.

“By connecting YES Rewards with Shukran, we are making it easier for customers to access greater value through a seamless digital experience, while continuing to evolve our retail offering around their changing needs and expectations.”

Rahul Jagtiani, Group Director at Landmark Group, said: ““The strongest loyalty ecosystems are those that evolve with the needs of their customers. By connecting Shukran with YES Rewards, we are broadening the reach and utility of our rewards proposition, enabling members to access value across a wider range of everyday experiences.

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.”

The partnership extends the programme’s relevance beyond the retail environment by connecting it with essential, high-frequency services used by customers throughout the UAE.

Members can access the points-exchange service through the YES Rewards and Shukran applications, subject to the applicable programme terms and conditions.