ENOC and GEMS link loyalty schemes in the UAE

UAE retailer has struck a deal with GEMS Education that lets fuel points cross into the classroom.

ENOC’s YES Rewards has struck a deal with GEMS Education that lets fuel points cross into the classroom. Through Loyyal’s Xpand Point platform, members of both programmes can now swap points, turning fuel purchases into discounts, lifestyle perks, or even contributions toward tuition fees.

The tie-up connects two of the UAE’s biggest loyalty ecosystems: YES Rewards, tied to ENOC’s service stations and retail network, and GEMS Rewards, which already counts over 300,000 parents, staff, and friends in its community. For families, the partnership offers a way to ease one of the country’s most significant household costs, while ENOC gains a new route into everyday spending decisions.

It’s an unusual pairing, but one that reflects a wider trend in loyalty programmes: points are no longer confined to one sector but are becoming part of interconnected networks.