Emarat and LS Retail expand partnership to build future-ready service stations
DUBAI, UAE – January 26, 2026 — Emarat and LS Retail announced an expanded partnership to enhance customer experience and operations across Emarat’s UAE service station network. The memorandum of understanding, signed at Emarat’s Dubai headquarters, deploys LS Central software for payments management, data analytics, and guest experience.
The collaboration extends LS Central beyond current retail and food operations to enable AI-driven service capabilities and data-driven decision-making across Emarat’s forecourt network. The partnership builds on years of existing LS Retail deployment in Emarat’s retail operations. Financial terms, station counts, implementation timelines, and transaction volumes remain undisclosed. Operations are centered in the UAE, with Dubai serving as the partnership signing location.
Stakeholder perspective
“At Emarat, customer experience is not a layer added at the end, it is the operating principle behind how we design our service stations, our retail offer, and our everyday service standards. Expanding our partnership with LS Retail strengthens the foundation for faster, more consistent, and more intuitive customer journeys across our network. It supports our ambition to reinforce Emarat’s position as the leading fueling destination by ensuring every visit feels seamless, responsive, and aligned with what customers expect from a modern service station.”
— Ali Bin Zayed Al Falasi, Chief Retail Officer and Senior Vice President of Marketing at Emarat
Why it matters: The statement positions customer experience as core infrastructure rather than an afterthought, signaling a strategic shift toward experience-led digital transformation across the service station network.
“We are delighted to continue and expand our partnership with Emarat. It is an honour to support an organisation recognised for strong service standards and forward-looking customer experiences. With LS Central, Emarat can unify core retail capabilities while advancing into new areas that strengthen guest experience and operational control. We look forward to supporting Emarat as it continues to evolve the service station of tomorrow, where innovative technology enables more personalised and consistent experiences.”
— Waddah Laham, Vice President for MEA and India at LS Retail
Why it matters: This reflects LS Retail’s regional expansion strategy and commitment to unified retail platforms in the Middle East market.
Industry context
The forecourt retail sector is undergoing digital transformation as operators adopt unified platforms integrating point-of-sale systems, analytics, and artificial intelligence capabilities. The partnership aligns with the UAE’s Digital Economy Strategy, which targets doubling the digital sector’s GDP contribution from 9.7% to 19.4% over 10 years.
Emarat, founded in 1980, operates as a UAE oil industry pioneer providing fuel, convenience retail, and automotive services across the Emirates. The LS Central deployment positions the company to compete in an increasingly digitalized service station landscape where personalization and operational efficiency define customer loyalty.
The expanded partnership reinforces the UAE’s position as a regional digital transformation hub, demonstrating how established energy retailers are adopting enterprise software platforms to modernize customer touchpoints and backend operations.
Emarat’s LS Central rollout promises scalable innovation infrastructure, positioning its service stations for personalized operations and market leadership in modern fueling experiences.
Sources: Zawya
