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Cross-Brand Profiles allow customers to be known across multiple brands within the same retail group — or with affiliated partner brands — each running their own Omneo instance. The customer has a profile in each brand, and staff can create and link those profiles with one-click consent flows in Clienteling.

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When to use Cross-Brand Profiles

Cross-Brand Profiles are designed for retail groups that operate multiple distinct brands with separate customer bases but shared customers. Examples:
  • A fashion group with three distinct brands (menswear, womenswear, homewares)
  • A retailer partnering with an affiliated brand for a co-marketing program
  • A franchise group where individual franchisees operate their own Omneo instances
If you operate a single brand across multiple locations, you do not need Cross-Brand Profiles — you already have a single Omneo instance.

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How it works

Cross-Brand Profiles do not merge customer data across instances. Each brand retains a fully independent Omneo instance. Instead, the feature creates a linked profile record in the second brand’s instance and connects the two via a shared identifier. The flow:
  1. Staff in Brand A identify a customer in Clienteling
  2. Staff see that the customer does not have a profile in Brand B
  3. Staff explain the opportunity and the customer gives explicit verbal consent
  4. One-click flow creates a new profile in Brand B’s Omneo instance, pre-populated with key attributes from Brand A
  5. Customer receives a temporary link to activate their new Brand B account
  6. Both profiles are linked — future interactions in either brand are attributed to the right profile
Explicit consent is required. The flow cannot proceed without the staff member confirming consent with the customer. This is built into the Clienteling UX, not optional.

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What carries across

Only explicitly configured attributes are shared at profile creation. Typically:
  • Name
  • Email address
  • Mobile number
  • Date of birth (if provided)
Transaction history, reward balances, and incentive data are not shared — each brand’s program is independent. The link is for identity (knowing it is the same customer), not for pooling incentive value.

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What your customers experience

After cross-brand enrolment, the customer receives a Profile Portal invite link for the new brand. From their perspective, they now have two separate member accounts — one per brand. The brands may communicate this as a “group member” benefit or offer a welcome reward for joining the second brand.

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Enabling Cross-Brand Profiles

Cross-Brand Profiles require:
  • Multiple Omneo instances (one per brand), or
  • An active agreement with a partner brand also on Omneo
Contact your Omneo implementation partner to configure the cross-brand connection. Configuration involves defining which attribute fields sync, which instance is the “source” and which is the “target,” and setting up the consent flow in Clienteling.

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Privacy considerations

Each brand’s Omneo instance is a separate data processor. When a cross-brand profile is created, you are sharing customer data with the second brand. Ensure your privacy policy and consent collection covers this sharing. The consent captured in the Clienteling flow should be documented.