ENOC Partners with GEMS Education to Transform Loyalty Programs in the UAE
In a significant move that underscores the growing synergy between various sectors in the United Arab Emirates, the Emirates National Oil Company (ENOC) has announced a strategic partnership with GEMS Education’s loyalty platform, GEMS Rewards. This initiative, facilitated by Loyyal’s Xpand Point platform, aims to revolutionize how customers engage with loyalty programs, allowing seamless point exchanges between the two networks.
Through this collaboration, members of the ENOC’s YES Rewards program will now have the ability to redeem points not only for fuel, retail, and lifestyle offers at ENOC outlets but also to access discounts and offers related to education, including contributions towards school fees within the GEMS network. This integration represents an innovative convergence of fuel consumption and educational expenditure, making it easier for families to gain tangible benefits from their routine activities.
Hussain Sultan Lootah, who is currently serving as the acting Group CEO of ENOC, expressed his enthusiasm regarding this partnership. He highlighted that the collaboration not only reflects ENOC’s resolve to generate a positive impact on the community but also aligns with the broader goal of empowering future generations. “We are pleased to establish this partnership with GEMS Education, which reflects our group’s commitment to leading efforts that generate substantial and widespread positive impact on our nation,” he stated. Furthermore, Lootah emphasized the importance of fostering a skilled and empowered generation crucial to the sustainable progress and future prosperity of the UAE.
GEMS Rewards currently boasts a membership base of over 300,000 individuals, comprising parents, staff, and supporters of the GEMS Education community. This extensive network is designed to offer an array of discounts, lifestyle benefits, and tuition fee redemption options, further enriching the educational experience for families aligned with GEMS Education.
In his remarks, Dino Varkey, the Group Chief Executive of GEMS Education, noted the meaningful nature of the partnership with YES Rewards. “We are delighted to partner with YES Rewards, one of the UAE’s most trusted and recognised loyalty programmes,” said Varkey. By merging these loyalty schemes, GEMS aims to enhance the value proposition for families in their everyday lives, ensuring that even the simplest of transactions, such as every litre of fuel purchased at an ENOC filling station, continues to deliver additional benefits.
Moreover, Ashish Kumar Singh, CEO of Loyyal, shared his excitement about the collaboration. He stated that the partnership not only enriches customer engagement but also creates a dynamic loyalty ecosystem. “With GEMS Rewards joining forces with YES Rewards, we are excited to create a dynamic loyalty ecosystem that allows members to maximise their rewards through effortless point exchanges, all powered by Loyyal’s innovative technology,” Singh highlighted.
The timing of this partnership is particularly strategic, as it comes right before the onset of a new school year. It not only serves to amplify customer engagement but also represents a holistic approach to extending tangible benefits from petrol stations to educational establishments. Families stand to gain significantly from this initiative, as they can leverage their fuel purchases into cost-saving educational benefits, effectively creating a rewarding cycle of consumption and investment in their children’s futures.
Looking ahead, such collaborations may pave the way for an integrated rewards ecosystem within the UAE, where consumers can derive additional value from everyday purchases. As both ENOC and GEMS Education advance their respective commitments to customer satisfaction and community welfare, this partnership could serve as a prototype for similar initiatives across various sectors in the region, ultimately benefiting the broader community.
As the UAE continues to evolve as a hub for innovation and strategic partnerships, the collaboration between ENOC and GEMS Education exemplifies how businesses can work together to facilitate new pathways for consumer engagement and community development.
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