Episode 214

#214: ENOC's Successful Loyalty Program in the UAE (Short Summary Show)

Published on: 26th April, 2022

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In today's short summary show, "Let's Talk Loyalty" looks back on an interview with Suri Singh, Head of Loyalty for Emirates National Oil Company (ENOC) about their digital-only loyalty program that works across their convenience stores, car washes, food and beverage brands, and even their car registration business.

We talked about how ENOC has managed to connect with it's customers given the unique consumer culture in the UAE, and how their loyalty programme has created compelling opportunities for cross-selling across brands, with the power of the customer data they collect.

If you work in loyalty marketing, particularly in retail, and particularly if your brand is thinking of starting a loyalty program, then this episode is definitely a must listen.

Show Notes:

1) Episode #78: Yes Rewards from ENOC - Fuel, Food & Convenience Loyalty in UAE

2) Sury Singh, Head of Loyalty from Emirates National Oil Company (ENOC)

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.