By Business Insider Reporter
After successful deployment in several African markets, Puma Energy has launched the PRIS rewards app in Tanzania as the country’s first fully integrated fuel loyalty platform.
The company said in a presser that the digital finance initiative signals a broader strategic shift toward digital-first customer engagement in the local fuel retail sector, reflecting an accelerating move to integrate technology into everyday consumer transactions and loyalty experiences.
Puma Energy debuted PRIS in Tanzania on May 14, 2026, extending its regional digital loyalty network into one of East Africa’s fastest-growing consumer markets.
“The platform enables customers to earn and redeem loyalty points on fuel, lubricants, and purchases made at Puma Energy convenience stores,” reads the statement. “ The points can be exchanged for a range of rewards, including fuel discounts, groceries, meals, and benefits available across an expanding partner network,” it adds.
The rollout reflects a broader transformation in fuel retail, where service stations are increasingly evolving into digital consumer ecosystems that combine mobility, convenience retail, and rewards-based engagement.
Speaking at the launch in Dar es Salaam, Puma Energy Tanzania Managing Director Fatma Abdallah said the initiative is designed to place customers at the centre of the company’s innovation strategy while contributing to national digital development goals.
“PRIS reflects our commitment to putting customers at the heart of everything we do,” she said. “We are continuously investing in solutions that deliver real value to Tanzanians. This platform transforms everyday purchases into meaningful rewards while also supporting the country’s broader digital and economic ambitions.”
The company emphasized that the app has been built for simplicity and accessibility, allowing users to register using a mobile number and immediately begin earning points by scanning a QR code at the point of purchase. This design supports a frictionless user experience aligned with growing mobile and cashless adoption trends in Tanzania.
Puma Energy Tanzania Retail Manager Sulpis Mmasi said the platform enhances transparency and customer control over spending and rewards.
“The PRIS app is designed to be simple, accessible, and rewarding,” he said. “Customers earn points every time they fuel, which can be redeemed on subsequent purchases across a growing ecosystem of partners. Beyond the rewards, the app offers a seamless and transparent experience, empowering customers to track and manage their spending.”
Beyond customer experience, the launch aligns with Tanzania’s Digital Economy Strategic Framework (DESF) 2024–2034, which prioritizes digital infrastructure development, financial inclusion, and accelerated economic growth through technology adoption.
The introduction of PRIS highlights a growing convergence between energy retail and digital financial ecosystems, where loyalty platforms are becoming key tools for customer retention and data-driven decision-making.
With successful deployments already in markets such as Zimbabwe, Malawi, and Botswana, PRIS is positioned as a scalable regional platform within Puma Energy’s broader digital transformation strategy.
As rollout expands across Tanzania, the company is betting on digital loyalty, partner integration, and convenience-driven retail innovation to reshape customer experiences at fuel stations and beyond.
