Who Are the Core Customers in Wesfarmers Company's Target Market?

Kmart and Target target price-conscious families and younger shoppers – millennials and Gen Z – driving footfall and repeat purchases; Kmart/Target combined contributed a material share of Wesfarmers retail revenue in FY2025, with discount apparel and general merchandise central to customer acquisition.

Secondary targets include international retail partners via Anko wholesale distribution and Coles-aligned grocery shoppers in related portfolios; these channels extend reach beyond domestic retail customer demographics and capture long-tail demand from regional and rural shoppers.

Wesfarmers serves a mixed base: consumers through Kmart, Target, Bunnings, and Officeworks retail outlets, and businesses via WesCEF, Industrial and Safety divisions, and commercial trade at Bunnings; this mix reduces cyclicality and supports steady cash flow.

Bunnings is the largest and most strategically important segment – commercial tradespeople account for approximately 42 percent of Bunnings' sales in FY2025 – while retail households via Kmart/Target drive volume and customer lifetime value across Wesfarmers' retail network. Read more in the History and Background of Wesfarmers Company.

Wesfarmers target customers cluster in fast-expanding suburbs of Queensland and Western Australia where household formation and renovation spend are highest; these corridors account for a disproportionate share of same-store sales growth in 2025.

Kmart value shoppers and Coles supermarket core customers drive volume in the value retail sector, while the industrial minerals market – led by lithium and specialty chemicals – shows strong B2B demand following project ramp-ups.

Bunnings' trade channel outpaced consumer DIY in 2025, driving higher-margin account growth; digital sales across Wesfarmers retail brands exceeded 12% of turnover, and Kmart captured notable trade-down traffic from mid-tier department stores.

Demand growth is concentrated in lithium – supported by the Mt Holland project reaching full operational ramp-up in late 2025 – and in Bunnings' trade segment as housing supply shortages on the Australian East Coast sustain renovation spend; digital penetration and value retail trading down remain accelerating into 2026. Read more in the Growth Outlook of Wesfarmers Company.

Wesfarmers adds customers by leveraging OnePass/OneData to deliver personalized offers across brands, converting Kmart value shoppers and Bunnings tradespeople into multi-brand buyers; international Anko wholesale opens new volume channels outside Australia. By early 2026 OnePass/OneData surpassed 5,000,000 active members, accelerating cross-sell into adjacent segments and aged cohorts.

Retention relies on data-driven personalized marketing, refurbished stores, and stronger click-and-collect infrastructure for seamless omnichannel experiences; investment in store refreshes and fulfillment reduced friction and supported steady repeat visits despite rising labor costs that pressured margins in 2025.

OnePass creates ecosystem stickiness by rewarding repeat purchases across Bunnings, Kmart, and Officeworks, increasing share of wallet and lifetime value; retention programs target retail customer demographics and business segments (tradespeople, students, small businesses) for higher-frequency spend.

The OnePass/OneData ecosystem is the primary growth lever: with 5,000,000+ active members by early 2026, personalized cross-brand incentives and data-led merchandising are driving projected group EBIT growth of roughly 4 – 6% for 2025/2026, offsetting margin pressure from higher labor costs and supported by maturing lithium assets and Anko's international expansion.