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Multi-brand loyalty program: one program and one customer across all your brands

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A multi-brand loyalty program is the loyalty program shared by the brands of one group: customers earn and redeem at any of them, and the company recognizes them as one person. That's how Grupo Dabra's TRIBU works for Dexter, Moov and Stock Center.

Updated · 6 min read

See the models

Sporting goods retail, in production

TRIBU brings Dexter, Moov and Stock Center together in one program on Qurable.

A free, omnichannel program for Grupo Dabra's three brands, with frequency-based tiers and a partner ecosystem. Figures come from the published case.

Read the TRIBU caseSee all case studies
  • 1M+Members in the first yearTRIBU, by Grupo Dabra
  • 45 daysTo productionFull program
  • 3 brandsIn one programDexter, Moov and Stock Center
  • < 50 msMember identificationp95, server-side

Grupo Dabra: three brands, one program

  • TRIBU
  • Dexter
  • Moov
  • Stock Center
Read the TRIBU case

Key takeaways

  1. A multi-brand program recognizes the same customer across all of a group's brands.
  2. Without unified identity, each brand keeps its own customer base and cross-sell is lost.
  3. TRIBU brings Dexter, Moov and Stock Center together and passed 1 million members in its first year.

The difference

One program per brand or one for the whole group.

When each brand runs its own program, the group has as many customer bases as brands. A multi-brand program sees the same person across all of them.

Separate loyalty programs per brand compared with one multi-brand program for the whole group
One program per brandOne program for the group
Customer baseOne per brand; the same customer appears several timesOne base, with one profile per customer across all brands
Cross-sellEach brand rewards only its own purchasesThe reward can move the customer from one brand to another
Balance and tiersSeparate balances and tiersOne balance and one tier that count everything bought across the group
LiabilityEach brand calculates its ownOne ledger with liability by brand, store and campaign
Operating costOne system, team and integration per brandOne platform and one integration for the group
Each brand's identityFullKept: rewards and campaigns by brand within the same program

What to require

What the platform of a multi-brand group has to handle.

Before you choose, ask the vendor to show each point in a live program with more than one brand.

RequirementWhat to look for
Does it recognize the same customer across brands?One profile per customer, with all their identifiers, in each brand's stores, ecommerce and app.
How do customers identify at checkout?Dynamic QR code or wallet pass, in milliseconds, at any store in the group.
Can rewards be targeted by brand?Rules and campaigns that use the brand, channel and store of each purchase.
Do tiers count the whole group?Tiers calculated on what the customer buys across every brand.
Does it split liability by brand?Real-time liability by brand, store and campaign, and who pays for each reward.
Does it record outside partners?Partners outside the group that add rewards, with their contribution recorded.

Three models

How to build a program for several brands.

There's no single model. It depends on how much the brands share their audience and how much each one wants to keep its own program.

  • Single program

    One program for the whole group

    One program brand, one balance and one tier for every brand. This is TRIBU's model.

    Best when
    The brands share an audience and the group wants to sell across them.
    Read the TRIBU case

  • Single program, brand-level rewards

    One balance, own campaigns

    Customers earn into one balance, but each brand sets its own rewards and campaigns.

    Best when
    The brands have different audiences but share customers.

  • Coalition

    Connected programs

    Each brand keeps its program, and points are exchanged between them at each program's rate.

    Best when
    Each brand already runs a program it doesn't want to lose.
    See loyalty coalitions

With Qurable

All your brands, one customer.

Qurable unifies customer identity across the group's brands, decides the reward at payment and tracks liability by brand.

  • Unified identity

    One profile per customer across all brands, in store and online, managed in Qurable Manager.

    See member data

  • Program, tiers and missions

    One program with frequency-based tiers and brand-level rewards, like TRIBU.

    See the points program

  • Coalition if each brand has a program

    Points exchanged at each program's rate, with every contribution on the ledger.

    See loyalty coalitions

  • Liability by brand

    A double-entry ledger with real-time liability by brand, store and campaign.

    See the points ledger

FAQ

What people ask at groups with several brands.

For marketing, loyalty and technology teams at retail groups with more than one brand.

It's a loyalty program shared by the brands of one group: customers earn and redeem at any of them, have one balance and one tier, and the company recognizes them as the same person across all of them.

If the brands share an audience, a single program usually brings more cross-sell and lower operating cost. If each brand already runs a strong program, they can be connected as a coalition without losing them.

With one profile per customer and all their identifiers. At checkout they identify with a QR code that changes every 30 seconds or a wallet pass; online, with their account. Both lead to the same profile.

Yes. Rules and campaigns use the brand, channel and store of each purchase, so each brand sets its own rewards within the same program.

Grupo Dabra runs TRIBU on Qurable: one program for Dexter, Moov and Stock Center, in store and online, which passed 1 million members in its first year and reached production in 45 days.

The programs connect as a coalition with Engagement Ecosystem: points are exchanged at each program's rate, in a single ledger operation, and each brand keeps its own.

Last reviewed

Further reading

The TRIBU case and the pages that explain each piece.

Does your group run several brands?

In a 45-minute technical session we show you how Qurable would unify your customers across all your brands, with the TRIBU case as a reference.

Read the documentation