Wesfarmers is developing deeper customer insights across its 12.5 million unique customers in a shared data asset to drive personalization and cross-shopping of its brands. 65% of Wesfarmers sales are to known customers. At a group level, Wesfarmers manages the 12.5 million shared customers to drive incremental sales in retail and health divisions, scale the OnePass loyalty subscription offering and activate the OneReach retail media network.