RIYADH — Etihad Etisalat (Mobily) and Landmark Arabia signed an agreement allowing their customers to exchange loyalty points between Mobily's "Neqaty" loyalty program and Landmark Arabia’s "Shukran".

This agreement will further enrich the relationship between the two loyalty programs by allowing Mobily customers to exchange their Neqaty points via Mobily's website or App, which can be redeemed inside or outside the Kingdom at Shukran's famous brands. Likewise, Shukran members will be able to exchange their points for Neqaty rewards via the Shukran website and can have a choice of redeeming for call minutes, SMS, data, bill/smartphone discount, or shop from Neqaty partners.

Eng. Salman Albadran, Mobily CEO, said: "We are delighted to sign this agreement with Landmark Arabia’s Shukran program, with which we have built a significant partnership over the past seven years; this new strategic move will help both parties bolster their customer experience by providing a greater choice of products, services and rewards."

Rahul Jagtiani, Group Director – Digital Landmark Group, said: “We are pleased to announce our strategic association with Mobily which will allow Shukran and Mobily customers to exchange their Neqaty Points for Shukran's, then redeem them at any of the Landmark Arabia outlets. In addition, customers can also convert their Shukrans to Neqaty through this two-way partnership.”

“By weaving our loyalty experience with a mobile-first approach, we are essentially ensuring a more interactive and accessible process for customers. This is indeed a significant milestone for us as we bring in greater value to more people in this region,” added Jagtiani.

This initiative is a first for Shukran loyalty program, as the agreement allows the exchange of reward points to Shukran members in addition to facilitating earning and redemption to the millions of Neqaty customers to benefit from a large number of Landmark Arabia brands. — SG

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