Customer 360 Unified Profile for a Retail Group Using Reltio MDM

"We had six brands acting like six separate companies when it came to knowing our own customers. Reltio showed us, for the first time, how many of our best customers were shopping across more than one of our banners."

- Chief Marketing Officer, Multi-Banner Retail Group

We owned six different store brands, and as far as our systems were concerned, we had six completely different sets of customers, even when it was obviously the same person shopping at more than one of our brands. A loyal customer of two of our banners looked, on paper, like two separate strangers.

We wanted to run a cross-brand loyalty program, but we could not, because we genuinely did not know how many of our customers shopped at more than one banner, or who they were.

The retail group operated six distinct store brands, each with its own customer database accumulated over years of largely independent operation. The same individual customer often existed as multiple, disconnected records across different brand systems, with no reliable way to identify or merge duplicates. This made a cross-brand loyalty program effectively impossible to launch, since the group could not accurately measure or reward cross-brand shopping behavior it could not see.

Identity resolution across six independently-built brand databases is rarely a clean automated process, so we designed the match-and-merge workflow with a human review step for lower-confidence matches rather than forcing full automation from day one. Getting the group comfortable trusting the merged profile mattered as much as the technical accuracy of the matching itself.

We implemented Reltio Master Data Management to build a single Customer 360 profile spanning all six store brands. Reltio's identity resolution matched and merged customer records across brand systems using purchase history, contact details, and behavioral signals, with a human review workflow for lower-confidence matches. The resulting unified profile became the foundation for a new cross-brand loyalty program, along with more accurate customer lifetime value reporting for the group as a whole.

The retail group gained a single, unified view of every customer across all six brands for the first time, enabling a cross-brand loyalty program that had previously been impossible to build. Marketing could finally identify and target genuinely high-value customers who shopped across multiple banners, a segment the group had never been able to measure accurately before. Customer lifetime value reporting became meaningfully more accurate once duplicate records stopped inflating headcount and understating per-customer spend.

Is this familiar?

Reltio MDM challenges in Retail - what we see most often

Retail groups that operate multiple store brands almost always discover the same problem once they try to launch a cross-brand initiative: the same customer exists as several disconnected records, and nobody can say with confidence how many customers actually shop across more than one banner.

Celumai builds Reltio Customer 360 implementations for multi-brand retail groups where identity resolution across previously independent systems is the real blocker, not the loyalty program itself. Human review for lower-confidence matches, rather than forcing full automation, is usually what makes the merged profile something the business actually trusts and acts on.

If your organization cannot say with confidence how many of your customers shop across multiple brands or channels, unifying the underlying customer data is almost always the prerequisite, not an optional add-on to whatever program you are trying to launch.

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