Coalition loyalty in Saudi Arabia and the UAE: who owns the customer
Key takeaways
- Operators of shared currencies, such as Majid Al Futtaim with SHARE and stc with Qitaf, hold the member account and sit in the middle of partner settlement.
- Points conversion between programmes is spreading, with ADNOC Rewards and Shukran, Radisson Rewards and Gulf banks, and AlFursan and ARBAHI among the published examples, but conversion rates are mostly not disclosed.
- No McKinsey, BCG or Deloitte report on GCC data ownership could be verified, so the split of customer data and CRM control between operator and partner is set by private contracts.
Coalition programmes are moving the customer relationship from individual retailers to whoever runs the shared currency. In Saudi Arabia and the UAE, operators such as Majid Al Futtaim and stc hold the member record, but public sources do not say how data rights are split with partners.
A coalition loyalty programme is one where several brands share a single points currency. Members earn at one partner and spend at another. According to Loyalty Reward Co's 2026 guide, Majid Al Futtaim's SHARE is built this way, around one currency, three status tiers and a single app. In Saudi Arabia, stc's Qitaf works as a telecom-led version of the same idea.
This analysis compares the two models, explains how points are funded and settled, and sets out what the evidence does and does not say about customer data. Where sources disagree, we say so. Our own interpretation is labelled as MELA's view.
Key figures
- 10 million SHARE members across the region, per SHARE senior vice president Darren Taylor, December 2025 (more than 5 million in the UAE) (loyaltyrewardco.com)
- AED 150M Annualised incremental revenue from external partners attributed to SHARE tiers in Majid Al Futtaim's 2023 annual report (majidalfuttaim.com)
- 65+ brands Brands where SHARE members could earn and spend at the Saudi launch in May 2026, across over 15 retail destinations (majidalfuttaim.com)
- 7 million Shukran members in the UAE, as stated in the ADNOC Distribution announcement of September 2025 (zawya.com)
- 5 points = SAR 1 Stated Qitaf redemption rate at partners on stc's page (page dated 2024) (stc.com.sa)
MELA's view
Coalition programmes shift power toward whoever runs the currency, the member identifier and the settlement ledger, and away from the retailer that only takes the payment.
SHARE shows the owner-operator model, where one group controls venues, anchor brands and data. Qitaf shows the hub model, where a telecom's phone number identifies the member across many independent shops.
Programme teams should read conversion deals as data and settlement deals first, because the public announcements describe member benefits and leave rates, data rights and liability unstated.
Until credible research quantifies the effect, treat claims about data ownership under coalitions as contract questions to be answered partner by partner.
Questions and answers
What is a coalition loyalty programme?
It is a programme where several brands share one points currency, so members earn at one partner and spend at another. Loyalty Reward Co's 2026 guide describes Majid Al Futtaim's SHARE as a coalition programme with one currency, three status tiers and a single app.
When did SHARE launch in Saudi Arabia?
Majid Al Futtaim's announcement carries a dateline of 13 May 2026 and was published on 14 May 2026. At launch, members could earn and spend across more than 65 brands and over 15 retail destinations, according to Majid Al Futtaim.
How many members does SHARE have?
Loyalty Reward Co's 2026 guide attributes to SHARE senior vice president Darren Taylor more than 5 million members in the UAE and more than 10 million across the region in December 2025. A 2026 market databook gives 10.3 million members in 2025.
How do Qitaf points work at partners?
According to stc's Qitaf page, 5 points equal SAR 1 at partners, through in-store or online checkout. Members give their registered mobile number, and stc's page for non-stc customers describes a one-time password step.
Can Qitaf points be converted into other programmes?
stc's partner page lists conversions with Lak, Jana, Ajwaa and AlFursan. For example, 6 AlFursan miles equal 1 Qitaf point, though stc and Saudia give different minimum conversion amounts.
Do coalition programmes give retailers more or less control over customer data?
The sources do not settle this. One source says coalitions let brands share transaction and preference data for broader insight, but does not say who owns it. We could not verify a McKinsey, BCG or Deloitte report on the question.
Who pays for points in a coalition programme?
Sources on coalition economics say the earning partner generally pays the operator for points issued at contractually agreed rates. The operator then pays the redeeming partner for the reward value it honours. Specific Gulf settlement rates are not published.
