Can Wesfarmers’ OnePass succeed where other membership programs failed?

Earlier this year, Western Australia-based Wesfarmers announced the relaunch of its OnePass paid membership program, which offers free home delivery and other benefits across almost all of its retail businesses. Currently, Kmart, Target, Catch and Bunnings are covered under the program, with Officeworks soon to join. OnePass signifies a large opportunity for the business – one that encourages customers to shop across its entire slate of brands. In the case of OnePass, consumers pay $4 per mont

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