How Fynd helped Reliance Retail unify 380M+ customer identities across dozens of businesses

Reliance Retail is not just one business but many, including JioMart, AJIO, Tira, Reliance Digital and others, across online and offline platforms nationwide. 

While this wide reach is a strength, it caused a problem: the same customer appeared as separate identities across different platforms, making it hard for marketing and brand teams to get a full, real-time view of the customer.

The gap: One customer with multiple identities

One shopper, five identities

Each storefront, app and store format kept its own version of the same customer. There was no combined view of who they were, what they bought, or how they switched between online and offline.

Reporting meant manual work

Marketing teams manually gathered monthly performance data using weekly business review decks, finance trackers and separate MarTech dashboards just to find out if the business was on track.

Brand insight lived in silos

To understand how a brand compared to competitors, teams had to collect funnel data, imagery surveys, usage stats, and ad-recall results from different places, with no single spot to see it all.

The solution: One identity layer, one Marketing OS

Fynd created a single identity layer and a Marketing OS for Reliance Retail. This system answers daily questions for brand leaders using real-time data instead of static reports, matching the pace of the business.

One identity across the whole portfolio

Over millions of customer identities was unified across Reliance Retail's online and offline formats, tracking a wide set of profile attributes per customer, so every business sees the same, complete version of a shopper.

Store activity lands in minutes, not days

Daily orders from in-store POS across thousands of stores and dozens of formats now stream into the platform within minutes of checkout, instead of sitting in end-of-day or weekly reports.

Built for scale and compliance, together

The platform runs on Jio Cloud, stays fully privacy-compliant and holds strong performance even at high volume.

How it works

A typical session for a vertical or brand leader includes:

• Opening the Marketing Intelligence dashboard to see business results, marketing spend, and platform status all in one view, compared to their plan, not just last year.

• Diving deeper when something seems wrong to get a detailed revenue report, marketing effectiveness analysis, and an AI-powered explanation of the issue.

• Asking simple questions like why the average basket value dropped in February, and receiving clear, visual answers without needing to write any queries.

• Switching to the Brand Health dashboard to compare their brand with a competitor on awareness, consideration, and usage, and changing the competitor easily.

• Checking which brand image features changed the most and understanding how specific creative work impacted recall.

• Using the evolving AI-driven platform to create customer groups, generate creative content, and launch campaigns - all through a single chat interface.

The impact: With one view, real-time and reliable

A single view replaces five

Over 380 million customer identities are now combined into one profile per shopper, tracking more than 200 attributes each, giving every Reliance Retail business a complete picture instead of five separate ones.

Store data is live, not lagged

1.5 million daily in-store orders across thousands of stores now stream in within minutes of checkout, so leaders react to what's happening today, not what happened last week.

Scale hasn't cost speed or safety

The platform holds sub-second performance at full volume while staying fully privacy-compliant, proving that scale, speed, and compliance don't have to trade off against each other.

Reporting is now a conversation

Leaders can ask plain-language questions and get sourced, charted answers directly, cutting out the manual work of stitching decks and dashboards together.

Still seeing your customer as five different people across five platforms?

Book a demo