Reitan Retail connects brands with shared customer identity foundation
Reitan Retail, one of the largest retail groups in the Nordics, is strengthening how customers are recognized and connected across their brand portfolio. With Cloudworks as strategic identity partner and Auth0 by Okta as a key platform, Reitan Retail has established a shared customer identity foundation that supports smoother app experiences, protects loyalty value, and helps connect the shared loyalty initiative across brands such as REMA 1000, Narvesen, 7-Eleven, and Uno-X Mobility.
Customer identity across a multi-brand retail group
Reitan Retail is building a more connected customer experience across their brand portfolio, spanning grocery, convenience, and mobility, and serving around two million customers every day. The ambition is to make it easier for customers to move between apps, services, and earned loyalty value, while keeping each brand experience effortless and recognizable.
At the center of this work is a shared customer identity foundation, with Auth0 by Okta as a key platform. Cloudworks is leading the design, implementation, and integration of a seamless user identity journey across brands, apps, and services, helping Reitan Retail support smoother app experiences, protect value, and connect their loyalty initiative with a broader partner ecosystem.
The Relations Program is about building lasting customer relationships, not just driving transactions. Identity is the key that allows us and our partners to create seamless, personalized experiences that deliver value for customers over time.
Alexander Iversen, Head of Loyalty, Reitan Retail
Reitan Retail is a leading retail group in the Nordic and Baltic region with operations across discount grocery, convenience, and mobility in seven countries. The retail group has 46,000 employees and well-known brands such as REMA 1000, Narvesen, 7-Eleven, R-kioski, Pressbyrån, and Uno-X Mobility.
Spenn Group, jointly owned by Norwegian Air Shuttle, Strawberry, and Reitan Retail, is a technology company building and operating a loyalty platform. They provide shared, flexible points that flow freely across a range of leading consumer brands, including Norwegian, Strawberry, Uno-X, 7-Eleven, Narvesen, and REMA 1000, enabling cross-brand earn and redemption while preserving each brand's individual loyalty program.
Spenn Group’s founding partners collectively represent over $20 billion in Nordic turnover.
Connecting loyalty, brands, and customer experiences
Reitan Retail’s ambition is to build more connected customer relationships across their brands. A key part of that ambition is Spenn, a shared loyalty currency co-owned by Norwegian, Strawberry, and Reitan Retail. With Spenn, customers can earn, collect, and redeem points across leading Nordic brands, turning loyalty into value they can use in more places.
A more connected customer journey across brands
A customer can earn Spenn points when shopping for fruit and vegetables at REMA 1000 or charging their car at Uno-X, and later use those points for breakfast at Narvesen or even toward their next holiday. That is the strength of a shared loyalty ecosystem: value earned in one place can become useful in another, making loyalty part of a broader everyday customer experience.
Customer identity behind the experience
To support this, the shared identity foundation needed to work across brands in the background, while customers continue to use the individual brand apps they already know. This allows the loyalty experience to become more connected across the retail group, without turning it into one generic customer journey or one shared app.
Someone opening the Uno-X app should instantly recognize the Uno-X brand, while someone using the REMA 1000 app should feel at home in the REMA 1000 universe.
Behind these familiar brand experiences, customer identity helps connect shared loyalty value and supports Reitan Retail’s ambition to make Spenn points easy to use across the brands where customers already shop, travel, and move.
Why identity matters in customer loyalty
Customer identity shapes some of the most important moments in a customer relationship: signing up, signing in, being recognized, and returning to the service. When these steps feel intuitive and easy, customers are more likely to complete their journey, use the service, and come back over time. When they feel confusing, demanding, or slow, customers may abandon the journey, skip the purchase, or choose another provider.
Making customer value easy to use
In a loyalty setup, customer identity is what makes earned value simple to access and use. It helps customers sign in, see their points and benefits, and use them without unnecessary steps or confusion.
Supporting secure customer journeys
Customer identity also helps keep the experience secure and reliable as customers move between brands and services. This supports a simple journey for the customer, while making sure access to points, benefits, and account information is handled consistently.
One shared identity foundation across multiple brand journeys
For Reitan Retail, the shared identity foundation needed to support consistent customer identity capabilities across brands, services, and apps. This made it possible to reuse functionality across the brand portfolio, while still supporting the different journeys customers meet in each service.
Customer Identity and Access Management
Customer Identity and Access Management (CIAM) provides the secure and scalable identity layer behind this kind of setup. It helps organizations manage sign-up, sign-in, user recognition, and account access consistently across multiple services, instead of solving the same identity challenges separately in each application.
Auth0 by Okta as the customer identity platform
Auth0 was chosen to support Reitan Retail’s customer identity setup across multiple applications, brands, and services. The platform was a strong fit because it supports complex customer identity scenarios and provides a central foundation for authentication, user management, and future development across customer-facing services.
Flexible authentication methods
Customers need simple ways to sign in, and what feels easiest can vary between customers and markets. In Norway, Vipps is a familiar and widely used authentication method, while passwordless sign-in through email or SMS supports simple access in other customer journeys.
Connecting sign-ins to the same customer profile
Behind that flexibility, the identity foundation needs to keep customer profiles connected. A customer might sign in with one method in one app and another method elsewhere, but Auth0’s account linking functionality helps connect those accounts to the same profile, keeping points, benefits, and account information tied to the right user.
Digital identity is no longer just about authentication; it is a cornerstone of customer trust. With Auth0, we have built a common identity foundation that enables us to strengthen security across our services, protect customer data, and create more seamless experiences across our brands. The result is an ecosystem where customers can engage with confidence, while each brand retains the flexibility to deliver experiences tailored to its own audience.
René Lares, Head of Development & Technology, REMA 1000
The value of a shared customer identity for Reitan Retail
More connected customer journeys
Customers can sign in and be recognized smoothly across brands and services, making it easy to move between the apps they use.
A stronger foundation for loyalty
Spenn value stays connected to the right customer across brands, so customers can earn, access, and use their loyalty value wherever it is available.
Familiar brand experiences on a shared foundation
Each app keeps its own branded experience, while core identity capabilities are handled in one shared setup behind the scenes.
Less fragmentation and better scalability
Shared identity capabilities are reused across brands, making the setup easier to manage, extend, and develop over time.
Stronger protection around customer value
Points, rewards, and customer accounts are securely tied to the right person without adding unnecessary friction to the experience.
Cloudworks as customer identity partner
Reitan Retail needed an identity partner with deep customer identity expertise, local presence, and the ability to work closely across a broad program involving many teams, systems, brands, and dependencies.
Helping shape identity for a connected customer journey
Cloudworks took a central role in shaping and delivering the shared customer identity foundation. With strong experience in Auth0 by Okta, Cloudworks helped align the platform approach with Reitan Retail’s needs for scale, flexibility, secure customer recognition, and smoother journeys across multiple brand apps and services.
Customer identity as part of a broader project
Customer identity in a case like this is not confined to a single login project. It shapes how customers are recognized across brands, how loyalty works in practice, and how trust is built into the app experience. For that reason, the work had to be shaped as part of a broader customer-facing effort, rather than handled as a standalone technical project.
Cloudworks has been a trusted partner throughout our journey. Their professional integrity, ability to execute, and collaborative approach have made a real difference. They not only help us deliver results, but also create an environment where people enjoy working together.
Joakim Blomseth-Pedersen, Product Manager, REMA 1000
When customer identity becomes a business question
The initiative at Reitan Retail points to a broader shift in customer experience. Identity is becoming part of how customer-facing organizations build relationships, connect services, protect customer value, and create loyalty across digital journeys.
Loyalty depends on trust
That becomes especially important when customers carry real value with them through points, benefits, and personalized offers. If signing in, being recognized, or using that value feels difficult, trust can weaken early in the journey. A strong customer identity foundation helps keep the experience simple, secure, and connected.
Shared identity creates room for growth
For organizations with multiple brands or services, a shared identity foundation creates a stronger base for growth. It can support connected customer experiences, simplify operations, and make it easier to introduce new services without rebuilding identity separately for every brand, app, or journey.
