Riyadh – Mubasher: Etihad Etisalat Company (Mobily) and Landmark Arabia inked an agreement, on 17 December, to exchange loyalty points between Mobily’s "Neqaty” programme and the latter’s “Shukran”.

Under the agreement, Mobily customers will be able to benefit from Landmark Arabia brands through converting Neqaty points via Mobily's website or app, whether inside or outside Saudi Arabia, at Shukran's brands, according to a press release on Wednesday.

At the same time, Shukran customers will exchange their points via Shukran’s website for Neqaty services and rewards, including call minutes, SMS, bill/smartphone discount, or shop

Commenting on this MoU, Mobily CEO, Salman Albadran, said: “This new strategic move will help both parties bolster their customer experience by providing a greater choice of products, services and rewards."

The initiative is the first of its kind to be launched by Shukran loyalty programme, according to the statement

Meanwhile, Group Director of Digital Landmark Group, Rahul Jagtiani, said: “By weaving our loyalty experience with a mobile-first approach, we are essentially ensuring a more interactive and accessible process for customers.”