Who are Wesfarmers core customers in Australia and New Zealand, and how do their spending patterns shape demand?
Wesfarmers targets value-seeking households and industrial buyers across retail, home improvement, and chemicals. These segments matter because fiscal 2025 consumer tightening raised demand for discount retail and DIY, with grocery and hardware spend proving resilient in 2025.
Core customers skew price-sensitive households and trade professionals; Wesfarmers widens appeal via loyalty pricing, private brands, and scale-driven cost savings. See the Wesfarmers Business Model Canvas
WWho Is Wesfarmers Built For?
Wesfarmers is built for value-conscious households and professional tradespeople who prioritise price-to-quality and stock availability, plus institutional and industrial buyers in agriculture and mining.
Main customer group: Bunnings DIY and trade
Bunnings customers profile centers on Do-It-Yourself homeowners and commercial trades; the trade segment accounts for approximately 40 percent of Bunnings' revenue as of early 2026, making it the most commercially critical customer group for Wesfarmers customers.
Secondary customer groups: Kmart, Coles, Officeworks
Kmart Group serves budget-conscious families and middle-market shoppers who have traded down amid inflation; Coles grocery shoppers supply staple household needs; Officeworks targets small businesses and consumers requiring office supplies and print services.
Customer type and market role: mixed B2C and B2B
Wesfarmers serves a mixed base: retail consumers (B2C) across Kmart, Target, Coles and Bunnings, and B2B/institutional clients through Bunnings trade, Officeworks business services, and WesCEF industrial customers.
Most important segment in 2025/2026: trade and grocery
Trade at Bunnings and Coles grocery shoppers drove a large share of group sales in FY2025-Bunnings trade ~40 percent of its revenue and Coles remaining a consistent grocery anchor-making these segments the primary drivers of Wesfarmers core customers and revenue growth.
For detail on customer choice drivers and retention across Wesfarmers brands see Why Customers Choose Wesfarmers Company.
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WWhat Do Wesfarmers's Customers Care About Most?
Wesfarmers customers prioritize reliable Everyday Low Price (EDLP), convenience and availability for household jobs, and data-driven loyalty benefits that stretch budgets. Core segments seek value, deep inventory for home maintenance, and design-led private labels that mimic premium aesthetics at lower cost.
Main need: predictable value for everyday household spend
Wesfarmers customers want steady EDLP so grocery and household budgets are stable. This drives demand across Coles grocery shoppers and Kmart buyers who need low-cost staples and occasional higher-design buys.
Practical buying drivers: price, convenience, and stock depth
Customers choose Wesfarmers brands for lowest-price guarantees, broad SKU depth at Bunnings customers profile, and Officeworks business and consumer customers' reliable supply-key when renovation and business spending replace new-home purchases.
Emotional appeal: smart spending and aspirational design
Kmart shoppers value the Anko private label for design-led value-looks like premium at a fraction of the cost-so customers feel savvy and style-conscious without overspending.
What customers value most: utility that maximizes household spend
Across segments customers prize product availability, clear price leadership, and offers that increase basket utility-especially cross-brand shipping and targeted discounts via the Wesfarmers OnePass loyalty ecosystem.
Loyalty drivers: OnePass benefits and personalization
Wesfarmers loyalty program members care about cross-brand shipping, personalized data-driven offers, and measurable savings-retention rises when promotions hit known household purchase cycles.
Why customers choose Wesfarmers: consistent savings and category leadership
Wesfarmers core customers pick the group for EDLP reliability, category-specific depth (Bunnings for maintenance, Coles for groceries, Officeworks for supplies), and private-label value-evidenced by growth in loyalty membership and same-store traffic.
Recent data: 2025 group metrics show OnePass member penetration at roughly 18-22% of active shoppers, Bunnings comparable-store sales up +4.5% driven by renovation demand, and Kmart private-label sales share rising to ~28% as Anko drives higher ASP-equivalent aesthetics. For more on customer acquisition trends see Customer Acquisition of Wesfarmers Company
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WWhere Is Demand Strongest for Wesfarmers?
Demand is strongest in suburban growth corridors across Australia and New Zealand, driven by high home ownership and trade activity; online penetration has matured to roughly 18% of retail sales, anchored by click-and-collect.
Main Market Location: Suburban Growth Corridors
Suburban areas around Melbourne, Brisbane, Perth and Auckland concentrate Wesfarmers customers-especially Bunnings customers profile-since home ownership and DIY spending drive demand for hardware, garden and home improvement products.
Secondary Demand Areas: Resource-Rich States
Western Australia and Queensland show outsized demand due to mining and agriculture supporting Wesfarmers corporate clients and industrial customers, lifting WesCEF and Industrial & Safety revenues in FY2025.
Where Wesfarmers Is Strongest: Essentials and Trade
Demand concentrates in essential retail categories-apparel at Kmart/Target, home organisation at Bunnings, and pharmaceutical services at Coles-which are less price elastic and represent the largest share of Wesfarmers customer segments by transaction frequency.
Where Demand Is Growing: Digital and B2B Channels
Online sales stabilized at about 18% of total retail revenue in 2026; click-and-collect and Officeworks business and consumer customers growth, plus B2B supply into construction and agriculture, are the fastest-growing pockets.
Read more on corporate direction in Mission, Vision, and Values of Wesfarmers Company
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HHow Does Wesfarmers Broaden Appeal Without Losing Focus?
Wesfarmers broadens appeal by growing adjacent brands and channels while keeping its retail essentials focused; it adds customers through new wholesale and ecosystem plays yet preserves core value for long-standing shoppers.
House of brands expands market reach
Wesfarmers customers increase via a house-of-brands approach: subsidiaries keep distinct identities while sharing logistics and data. The Anko expansion into international wholesale and Kmart growth add new customer segments without changing Bunnings customers profile or Coles grocery shoppers' expectations.
Protecting the core customer promise
Wesfarmers core customers remain engaged through consistent value, pricing discipline, and store experience investments. Integration of Priceline into the OnePass ecosystem and steady Bunnings service levels keep loyalty high among retail customer segments.
Deepening customer lifetime value
Repeat demand is driven by cross-brand ecosystems and loyalty touchpoints; OnePass and product assortments increase stickiness for Wesfarmers customer segments. Officeworks business and consumer customers show rising repeat orders from B2B accounts.
Biggest growth lever in 2025-2026
The strongest growth lever is portfolio balance: by 2026 Wesfarmers offsets retail cyclicality with industrial earnings and high-growth lithium exports while scaling Kmart. Capital allocation discipline-restructuring Target and investing in winners-drove a more resilient revenue mix and broadened which customer groups buy from Wesfarmers brands; see Product Model of Wesfarmers Company
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Related Blogs
- What Do the Mission, Vision, and Values of Wesfarmers Company Say About Its Brand?
- How Did Wesfarmers Company Become the Brand It Is Today?
- Who Runs Wesfarmers Company and Shapes Its Direction?
- How Does Wesfarmers Company's Product and Business Model Work?
- How Does Wesfarmers Company Attract, Convert, and Keep Customers?
- How Can Wesfarmers Company Grow Through Products and Customers?
- Why Do Customers Choose Wesfarmers Company Over Competitors?
Frequently Asked Questions
Wesfarmers is built for value-conscious households, professional tradespeople, and some institutional and industrial buyers. The biggest customer base sits at Bunnings, where DIY homeowners and commercial trades are central, while Kmart, Coles, and Officeworks serve budget-focused shoppers, grocery buyers, and small businesses.
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