SHARE is the loyalty program of Majid Al Futtaim, the Dubai-based shopping mall, retail, and leisure group. Darren Taylor, Senior Vice President of SHARE Rewards and Customer Solutions, put membership at more than five million in the UAE and more than 10 million across the region in December 2025. Members earn and redeem at over 5,000 stores and destinations.

SHARE is worth studying for the breadth of the ecosystem sitting behind a single currency. One points balance layers across grocery, cinema, indoor ski slopes, fashion, homewares, indoor skydiving, shopping mall tenants, hotel restaurants, and airline miles. Very few loyalty programs anywhere operate across that many categories with one currency and one published redemption rate.

This guide explains how SHARE works today, how members can earn and redeem for the strongest return, where the design has limitations, and how the program rates against best-practice principles. Every program features has been checked against the published terms & conditions to ensure accuracy.

A short history of Majid Al Futtaim and SHARE

Majid Al Futtaim marked 30 years of operations in 2025 and reported consolidated revenue of AED 35.9 billion for the year, up 6 per cent. Earnings before interest, taxes, depreciation, and amortisation (EBITDA) rose 10 per cent to AED 5.1 billion, passing AED 5 billion for the first time, and net profit rose 41 per cent to AED 3.6 billion. UAE revenue grew 11 per cent to more than AED 22 billion, which explains why the UAE remains the centre of the loyalty program.

Before 2019, the group ran separate programs for separate businesses. SHARE launched in the UAE to consolidate them into one currency, with the program terms recording the UAE operational date as 12 May 2019. The terms still carry a provision covering the migration of Carrefour MyCLUB points into SHARE accounts, which is a useful reminder that a coalition currency is often assembled from programs that already exist rather than built from nothing.

The program has since extended beyond the UAE. Majid Al Futtaim launched SHARE in the Kingdom of Saudi Arabia on 13 May 2026, covering more than 65 brands and over 15 participating retail destinations at go-live, with members able to earn and redeem across both the UAE and Saudi networks.

How SHARE works

SHARE is a coalition loyalty program built around one currency, three status tiers, and a single app. Membership is free and open to anyone over the age of 10, with members under 18 participating under the supervision of a parent or legal guardian.

The commercial mechanics are unusually transparent for a program of this size.

• Redemption value is fixed and published. 10 SHARE Points are worth AED 1, and Majid Al Futtaim states the rate openly in the terms & conditions
• Earning varies by brand. Members earn from 2.5 points up to 100 points or more per AED 100 of qualifying spend, which is a return of roughly 0.25 per cent at the low end and 10 per cent or more at the high end
• The minimum redemption is low. Members can redeem from 10 points, worth AED 1, and then in increments of 0.1 point, worth one fil
• There is no physical card. The SHARE ID is a barcode inside the app, and it carries both identity and tier status

For program designers, the published redemption rate is the detail worth noting. Many coalition programs obscure point value behind variable reward pricing, which makes the currency hard for a member to value. A fixed, stated rate of 10 points to AED 1 supports trust and makes the program easy to compare against alternatives. The trade-off is flexibility, because a program that publishes a fixed rate has fewer levers available to manage redemption cost if liability grows faster than expected.

The wide earn range carries a similar trade-off. A spread from 0.25 per cent to 10 per cent lets Majid Al Futtaim fund generous rates in categories with the margin to support them, and thin rates in categories without it. The cost is that members can struggle to predict what a given purchase will earn, which weakens the currency as a motivator at the point of decision.

The coalition network and how brands connect

The most instructive feature of SHARE is its reach across brands the group does not own. Majid Al Futtaim solved this with two connection methods that operate side by side.

Method one, the SHARE ID scan

At brands integrated directly with the program, the member presents the SHARE ID barcode in the app to the cashier before payment. This covers Carrefour, VOX Cinemas, Magic Planet, AllSaints, Lululemon Athletica, THAT, and others. These are largely brands Majid Al Futtaim owns or franchises, where point-of-sale integration is practical.

Method two, receipt scanning

The second method is what extends the program across the wider mall estate. Members can scan receipts in the SHARE app from stores and restaurants throughout Majid Al Futtaim shopping malls, outside the Carrefour, Lifestyle, and Leisure zones where SHARE ID scanning already applies. A tenant needs no point-of-sale integration, no card reader change, and no technical project. The member does the work of connecting the transaction.

This is the mechanism that turns a group loyalty program into a mall-wide one. For program operators running a shopping centre, a precinct, or any portfolio where tenants are independent, receipt scanning offers a low-cost route to coverage that would otherwise require lengthy integration with every tenant.

The trade-offs are real and worth naming. Receipt scanning depends on member effort, so participation tends to be lower than automatic earning. The terms impose a 14-day submission window, exclude credit and debit card receipts, and require the whole receipt to be captured. Majid Al Futtaim also reserves the right to reject receipts and to suspend accounts where misuse is suspected, which is a necessary control given the fraud exposure that receipt-based earning creates.

There is one further restriction that materially affects heavy users of the program. Members who hold a SHARE co-branded credit card cannot use receipt scanning at all. The card is intended to capture the transaction instead, which is coherent in principle

The brands in the network

The terms name Carrefour, VOX Cinemas, Magic Planet, Ski Dubai, Little Explorers, iFly, Lululemon Athletica, THAT, Crate and Barrel, Maisons du Monde, and LEGO, alongside non-Majid Al Futtaim retail, food and beverage, and other brands across the group’s malls, communities, and hotels. Members can also earn online at Carrefour, Crate and Barrel, LEGO, Ski Dubai, and VOX Cinemas by signing in with their SHARE credentials.

Getting started with SHARE

Joining takes a few minutes and happens in the app.

• Download the SHARE app from the App Store or Google Play
• Register with a full name, email address, and mobile number, which are the minimum details the terms require
• Present the SHARE ID barcode at the till before payment
• Create or join a Family Group if other household members hold accounts

Majid Al Futtaim also offers a Guest Account, which lets a person browse the app and earn points before completing registration. Guest Accounts carry two restrictions that members should understand early. Points cannot be redeemed from a Guest Account until the person registers, and the account expires 12 months from first use, after which any accumulated points are forfeited. Points earned as a guest keep their original 12-month expiry even after the person registers, rather than moving to the standard 24-month term.

Guest Accounts lower the barrier to a first earn, which can lift enrolment. Program designers considering a similar approach should weigh that gain against the risk of member frustration when someone discovers at the till that guest points cannot be spent.

Earning SHARE Points

There are five routes to earning, and the practical return varies considerably between them.

1. Scan the SHARE ID at integrated brands, presenting the barcode before payment
2. Scan receipts in the app for mall stores and restaurants outside the zones where SHARE ID scanning applies
3. Sign in online at participating brand websites before completing the transaction
4. Pay with a SHARE co-branded credit card, where the earn rate follows the card rather than the brand
5. Pay with SHAREPay, the wallet function inside the SHARE app

Points can take up to a week to appear, and members can make a retroactive claim up to 14 days after a transaction, though only through receipt scanning.

What does not earn

The exclusions are specific and worth knowing before a large purchase.

• Financial services products, including ATM transactions, banking, and currency exchange
• Gift cards
• Specialist services, including extended warranties, Nol, Salik, Etisalat, and Du
• Sales identified by Carrefour as bulk sales
• Carrefour online items sold by third-party suppliers rather than by Carrefour

Members earn only on the net amount paid, and payments made partly or fully by third parties such as insurance companies or corporate accounts are excluded. For a member using SHARE to pay government-adjacent charges through Carrefour, the Nol and Salik exclusions remove a meaningful share of everyday spend from the program.

Co-branded cards

Majid Al Futtaim has built a card portfolio with three banks. First Abu Dhabi Bank issues FAB SHARE cards in Standard, Platinum, and Signature variants, Emirates NBD issues a SHARE credit card, and Abu Dhabi Islamic Bank introduced SHARE Covered Cards in December 2025, described by the bank as the first Shariah-compliant cards in the program.

The Shariah-compliant option is a genuinely useful piece of market fit. A program operating in the Gulf that offers only conventional interest-bearing credit cards excludes members whose financial preferences rule those products out, and adding a covered card removes that barrier.

Redeeming SHARE Points

Redemption is where SHARE performs strongly, because the currency behaves consistently and the minimum is low. The redemption routes are as follows.

• In store, members present the SHARE ID at AllSaints, Carrefour, LEGO, Lululemon Athletica, Magic Planet, Ski Dubai, and VOX Cinemas
• Mall gift cards can be redeemed at any customer service desk in a Majid Al Futtaim shopping mall, which converts points into spending power across tenants that have no direct integration
• Online, members can redeem at Carrefour, LEGO, and VOX Cinemas after signing in with SHARE credentials
• Part points and part cash is supported, and members continue to earn on the cash portion of the transaction

Two limitations apply. At VOX Cinemas, points redemption is restricted to the full value of an individual item, so a member buying two tickets and a popcorn must nominate which items are paid with points and which with cash. Within Majid Al Futtaim hotels, points can be redeemed against restaurant spend, and the terms state that redemption against room spend is not yet possible.

The mall gift card deserves attention as a design device. It gives members a way to spend points at tenants the program cannot reach through integration, using an instrument that already exists in each mall. Operators facing the same coverage problem often reach for a technical solution when a gift card issued at the service desk achieves much of the same outcome.

SHARE Tiers

SHARE runs three tiers, which are SHARE Classic, SHARE Plus, and SHARE VIP. Status is earned through Tier Points, which are separate from SHARE Points and carry no monetary value. Members earn one Tier Point for every AED 1 of eligible spend, and the program looks back across a rolling 365 days to assess status.

The thresholds are published in the tier pages.

Tier	Tier Points required	Annual eligible spend	Points uplift
SHARE Classic	Entry level	Nil	Standard rate
SHARE Plus	100,000 to 249,999	AED 100,000	25 per cent more SHARE Points
SHARE VIP	250,000 or more	AED 250,000	50 per cent more SHARE Points

Benefits build across the three levels. SHARE Classic members receive SHARE Prices, two-for-one food and beverage offers, the Carrefour Valet Trolley delivery service, and entertainment offers. Plus adds reserved parking at Mall of the Emirates, offers across dining, spa, beauty, and grooming, and INSIDER invitations to events and launches. VIP the premium tier adds access to the Cle D’Or Luxury Lounge, VIP parking for up to two vehicles, and a dedicated concierge.

The status rules are member-friendly in two respects. Upgrades happen as soon as the threshold is reached and last a further 12 months, and a member cannot be downgraded during that period. At reassessment, a member who falls short drops only one level, so a VIP who stops qualifying moves to Plus rather than to Classic.

The thresholds themselves are demanding. Reaching SHARE Plus calls for AED 100,000 of eligible spend across 12 months, and SHARE VIP calls for AED 250,000. Bonus points and third-party promotions do not count toward Tier Points, and the program excludes members identified as bulk or professional buyers from Plus and VIP. For most members, status sits well out of reach, which shapes how the tier structure functions psychologically. That point is worth examining more closely below.

Partner programs

SHARE connects outward to two published partners.

Etihad Guest. Members can move points in both directions. Converting out, one SHARE Point becomes 1.5 Etihad Guest Miles, with a minimum of 500 points in multiples of 100. Converting in, five Etihad Guest Miles become one SHARE Point, with a minimum of 5,000 miles in multiples of 500. Accounts can be linked once every 12 months.

The two rates differ sharply, and members should do the arithmetic before transferring. A SHARE Point is worth AED 0.10 at the published redemption rate, so converting out values each Etihad mile at about 6.7 fils, while converting in values each mile at 2 fils. Moving 500 points out produces 750 miles, and moving those 750 miles back produces 150 points, a round-trip loss of 70 per cent. Transferring to Etihad Guest makes sense for a member who values Etihad miles above roughly 6.7 fils each, which premium cabin redemptions can support. Transferring back and forth destroys value.

Urban Company. Members earn up to 10 per cent back in points on a first home services booking in the UAE, and up to 1.5 per cent on subsequent bookings, after linking accounts. The step down after the first booking is substantial, so the headline 10 per cent figure describes an acquisition offer rather than an ongoing rate.

Majid Al Futtaim also operates Points Top Up, which allows members to buy SHARE Points, sometimes with promotional bonus points attached. Members should treat purchased points with care, since points carry no monetary value under the terms and cannot be refunded to cash.

Tips to maximise value

Drawing on Loyalty & Reward Co experience evaluating coalition programs, here are practical ways to get more from SHARE.

• Register rather than staying a guest. Guest points cannot be redeemed and keep a shorter 12-month expiry even after registration
• Scan receipts within 14 days. The window includes the purchase date, and late submissions are rejected
• Check whether a co-branded card suits your shopping pattern. Cardholders lose access to receipt scanning, so the card works well across the network
• Use the mall gift card route to spend points with tenants that have no direct SHARE integration
• Keep the account active. Points last 24 months from earning, and a 24-month gap in activity expires the balance entirely
• Model the Etihad transfer before committing. Converting out is reasonable for members who value miles highly, and converting back is heavily lossy
• Build a Family Group if several household members shop across the group, since pooling points reaches redemption thresholds faster

Common issues and solutions

Most of the situations below are governed by the SHARE terms & conditions.

• Points did not appear. Points can take up to a week to credit. Beyond that, members can submit a receipt retroactively within 14 days of the transaction
• Receipt rejected. Credit and debit card receipts are not accepted, each receipt must be scanned separately
• Receipt scanning unavailable. This option is switched off where SHARE ID scanning applies, including Carrefour, VOX Cinemas, LEGO, and Crate & Barrel, and for Share co-brand cardholders
• Points expired. Points last 24 months from the date they were earned. Separately, an account with no earning or redeeming activity for 24 months moves to Lapsed status and the balance expires
• Account no longer recognised. After 36 months without a transaction the account moves to Archived, and the member needs to register again
• Cannot redeem against a hotel room. Points work on restaurant spend within Majid Al Futtaim hotels, and the terms confirm room spend is not yet supported
• Tier did not upgrade. Bonus points and third-party promotions are excluded from Tier Points, so promotional earning does not move a member to the next tier

Members can reach the SHARE team on 800-SHARE (74273) for account matters including partner delinking and cancellation, or through the support centre.

The psychology of SHARE

Several established findings from the academic literature help explain how the SHARE design works, and where it is likely to work less well.

Tier structure and downward comparison

Drèze and Nunes (2009) tested how loyalty program structure shapes perceptions of status across five laboratory experiments published in the Journal of Consumer Research. They found that adding a tier below the top tier enhances the status felt by those above it, through downward social comparison, and that consumers who do not qualify for status still prefer programs with multiple tiers.

SHARE follows this pattern. A large SHARE Classic base gives Plus and VIP members a population to be distinguished from, and the visible tier ladder gives non-qualifying members something to aspire to. The same research found that enlarging the top tier dilutes status, which suggests the demanding AED 250,000 VIP threshold protects the value of the benefits attached to it.

Goal gradient, and where it weakens

Kivetz, Urminsky, and Zheng (2006) demonstrated that members accelerate their purchasing as they approach a reward, reducing time between purchases by around 20 per cent across a reward cycle in a field study of 948 loyalty members. The effect depends on the goal feeling reachable, and it weakens when the horizon is long and the target feels distant.

This is where the SHARE tier design has a limitation. At one Tier Point per AED 1, the AED 100,000 needed for SHARE Plus sits beyond what many households spend with one group in a year. For members far from the threshold, the tier ladder is unlikely to change behaviour, and the everyday earn and redeem mechanic does the work instead. Program designers reading across to their own structures should note that a status threshold only motivates the segment that can plausibly reach it, and that intermediate goals are usually needed for everyone else.

Loss aversion and the expiry rules

Kahneman and Tversky (1979) established that losses are felt roughly twice as powerfully as equivalent gains. SHARE applies this in two places. The 24-month points expiry and the 24-month inactivity rule both frame continued engagement as a way to avoid losing something already held. The soft-landing rule, where a member drops only one tier at reassessment, softens the same mechanism so that the loss remains motivating without becoming punishing.

Collective ownership in a coalition

Kou, Gao, Zhu, and Powpaka (2018) reviewed the customer psychological ownership literature and identified collective ownership, the sense that something is “ours” rather than “mine”, as especially relevant to coalition programs and brand communities. The Family Group feature, which allows up to 10 related members to pool and gift points, gives that collective sense a concrete mechanic. For a market where extended households commonly shop as a unit, designing the currency to move within the family is a sound fit.

How does SHARE rate against Loyalty & Reward Co’s Essential Eight Principles?

Loyalty & Reward Co have developed the Essential Eight™, the principles that appear in best-practice loyalty programs. Here is how SHARE rates against each one.

Is it Simple?

The core proposition is clear. One currency, one published redemption rate of 10 points to AED 1, a low minimum, and one app. Complexity enters through the earn side, where rates range from 2.5 to more than 100 points per AED 100 depending on brand, and through the two different earning methods that apply in different parts of the same shopping mall. A member can understand what a point is worth in seconds, and can struggle to predict what a purchase will earn.

Is it Valuable?

Value depends heavily on where a member shops. At the low end of the earn range the return is around 0.25 per cent, which is modest. At the high end it reaches 10 per cent or more, which is strong for retail. The low redemption minimum of AED 1 means value is accessible rather than locked behind a distant threshold, and the tier uplifts of 25 and 50 per cent add meaningfully for high spenders.

Is it Stimulating?

The program offers SHARE Prices, two-for-one dining offers, entertainment offers, and INSIDER events at Plus. The Saudi roadmap adds raffles during 2026. Compared with programs that run frequent bonus point events, gamified challenges, or personalised missions, the stimulation layer in the UAE program is relatively light, and this looks like the clearest area for development.

Is it Emotional?

The emotional dimension is stronger at the upper tiers, where the Cle D’Or Luxury Lounge, dedicated concierge, and INSIDER invitations create recognition and belonging. For the large Classic population the proposition is largely functional. The Family Group feature is the most emotionally resonant element available to all members, because it connects the program to household relationships rather than to transactions alone.

Is it Complementary?

This is the program’s clear strength. One currency spans grocery, cinema, entertainment, snow sport, fashion, homewares, mall tenants, hotel restaurants, home services, and airline miles. Few loyalty programs cover that many categories, and the mall gift card and receipt scanning mechanics extend the currency to brands with no technical integration.

Is it Differentiating?

Within the UAE, the combination of scale across categories, a fixed published point value, and mall-wide receipt scanning differentiates SHARE from single-brand retail programs. Differentiation is less pronounced against other regional coalition and bank-linked propositions, several of which also offer broad earn networks, so the durable advantage rests on Majid Al Futtaim owning the physical destinations where members already spend time.

Is it Cost-Effective?

The economics look disciplined. The wide earn range lets the group fund high rates only where margin supports them, receipt scanning extends coverage without capital investment in tenant integration, and the 24-month expiry with the inactivity rule limits the tail of outstanding liability. The co-branded card portfolio across three banks brings interchange and partner funding into the model. Majid Al Futtaim delivered record FY2025 results while operating the program at this scale.

Is it Evolving?

SHARE has an impressive history of program evolution and shows no sign of slowing down, as evidenced int his article.

Conclusión

SHARE is a truly impressive coalition loyalty program based on global comparison. The published redemption rate of 10 points to AED 1 gives members a currency they can value without guesswork, and the AED 1 minimum makes that value usable rather than aspirational. The combination of SHARE ID scanning at integrated brands and receipt scanning across the wider mall estate solves the coverage problem that limits many coalition programs, and it does so without requiring every tenant to undertake a technical integration.

The design has clear boundaries. Status thresholds of AED 100,000 and AED 250,000 place tiers out of reach for most members, which limits the tier ladder as a behavioural driver for the majority. The earn range is wide enough to make returns hard to predict. The stimulation layer is comparatively light, and cardholders lose access to receipt scanning altogether.

The direction of travel is toward a broader commerce platform rather than a rewards scheme alone, with SHAREPay, Points Top Up, Buy Now Pay Later through Tabby in Saudi Arabia, and a 2026 roadmap covering raffles, tiered benefits in the Kingdom, cross-market points exchange, affiliate partnerships, and gift cards. For program designers in any market, SHARE is worth studying for one lesson in particular, which is that the hardest problem in coalition loyalty is coverage, and the answer is often operational rather than technical.

If you would like to discuss how a coalition currency could work for your business, Loyalty & Reward Co design, implement, and evolve loyalty programs for leading brands worldwide.