Organization Units (OU)

Organization units in Capillary

An organization unit (OU) in Capillary supports conglomerates that manage multiple brands under a single organization. Each brand maps to a dedicated OU, while all data resides within the same parent organization. Data is not physically separated by brand.

Customer data is shared across the organization. When a customer registers with one brand, the profile becomes available to the umbrella organization and can be accessed by other OUs, subject to access control. Integrations connect once at the organization level, which simplifies data ingestion and sharing.

Capillary supports both brand-level and umbrella-level loyalty programs through the multi-loyalty program (MLP) capability.

Core concepts behind organization units

Before understanding how OUs are created, it is important to understand the store hierarchy. OUs are derived from this hierarchy.

Zone

A zone is a geographical grouping of stores.

Used for regional structuring and reporting.
Examples: India-North, India-South, Bangalore-East.
Stores are mapped to zones.

Zones are optional for OU creation, but commonly used for scale and reporting.

Concept

A concept is a logical grouping of stores based on a business line or brand.

Typically represents a brand in a multi-brand organization.
Examples: Supermarket, Fashion, Electronics.
A concept is the foundation for an OU.

Only concepts can be enabled as organization units.

Store

A store represents a physical or operational outlet.

Examples: Fashion – Indiranagar, Electronics – Mall of Asia.
Stores are mapped to:
- One concept (brand)
- One or more zones (geography)
Each store can have one or more tills (POS).

How organization units are created in Capillary

You create organization units by enabling concepts as OUs.

Creation flow

Create zones
- Define geographical zones if required.
- Use zones to group stores by region.
Create concepts
- Create a concept for each brand or business line.
- Example: Supermarket, Fashion, Electronics.
Enable concepts as organization units
- Mark the required concepts as OUs.
- Each enabled concept becomes a distinct OU.
Create and map stores
- Create stores under the appropriate concept.
- Map stores to zones for geographical grouping.

Once enabled:

The concept functions as an OU.
Brand-level configurations apply at the OU level.
Customers remain shared across all OUs.

What OUs control vs what stays shared

Category	Feature	Description
Customer data management	Centralised customer database	Customers are shared across all OUs. Registration in one OU registers the customer in all OUs. No customer-level data segregation.
Loyalty and campaigns	Loyalty programmes	Supports both centralised and independent programmes. Customers can earn and redeem points across brands within the same programme.
Access control	User access management	Access to assets and data can be restricted by OU. Applies primarily to Insights (reporting).
	Audience sharing	Audiences created in one OU are available across all OUs.
	Shared campaigns	Campaigns can run across OUs. OU-level campaign filters are not supported.
OU-specific management	Communication and subscriptions	Each OU manages its own communication preferences and subscription settings.
	Store and product management	Each OU manages its own stores and inventory. Inventory-level reporting and campaigns are not supported.
Reporting	Dual-level reporting	Consolidated reports at the organization level and individual reports per OU.
Billing and transactions	Independent configuration	Billing and transaction settings can be configured per OU.

Standard implementation models for organization units

Centralised program model

Best suited for conglomerates where all brands participate in a single umbrella loyalty program.

Example: A diversified business group with multiple non-competing brands

One loyalty program across all OUs
Customers enrol once and participate across brands
Unified points earn and burn
Central governance with brand-level campaign execution

Global program model

Best suited for multinational or multi-brand organizations with distinct programs but central oversight.

Example: A global conglomerate with region- or brand-specific programs

Separate loyalty programs per brand or region
Central governance for shared benefits and frameworks
Local flexibility for offers and rewards
Consolidated reporting for global insights