The OnePass rewards program is Wesfarmers big customer data play and loyalty scheme. When fully up and running it will work across all of their brands. Already in Kmart, Target, Bunnings and Catch, it increased its penetration of their sales. 70% of OnePass subscribers shop more than one of these brands. Officeworks joins soon. Wesfarmers other loyalty program Flybuys lost $26 million in the last year.