JMCX

Reducing Churn by 24% at Wesfarmers OnePass Through Customer Journey Mapping & Lifecycle Strategy

Wesfarmers OnePass Case Study 

OnePass Case Study

How JMCX, led by James McIntyre, partnered with Wesfarmers to unlock growth and retention across the OnePass membership ecosystem.

At a glance:

  • End to end analysis of the OnePass member journey across acquisition, engagement and retention

  • Identified where growth was stalling and why members were dropping off

  • Uplift of use of Marketing Technology, specifically Braze and Tealium
  • Accelerating of data utilisation in experiences

  • Clarified the OnePass value proposition across brands and partners

  • Aligned marketing, CX and partner teams around shared priorities and metrics

  • Execution of Lifecycle Strategy and all Retail communications

Outcomes included a 24% improvement in retention performance, reduced friction across the customer journey and stronger cross brand alignment.

Client Context

OnePass is Wesfarmers’ multi-brand membership program, designed to drive customer value and engagement across a growing ecosystem of retail brands and partners including Kmart, Target, Officeworks, Bunnings, Instant Scripts, Priceline and Flybuys.

Despite strong brand equity and significant investment in Martech (Braze/ Amplitude/ Tellium), media, and partnerships, membership growth had plateaud. While acquisition continued, engagement and retention outcomes were inconsistent, and the organisation lacked clear visibility into where members were disengaging across the lifecycle.

Wesfarmers needed to understand where churn and drop-off were occurring, what was driving them, and how to re-ignite sustainable membership growth across the OnePass ecosystem.

 

The Challenge

Wesfarmers faced several interconnected challenges:

Growth in the OnePass program had stagnated

Member drop-off occurred at multiple points across acquisition and early lifecycle stages

Participation varied significantly across brands and partners

Investment in Martech, in particular Braze was not realised.

Personalisation of communications using the OneData data set (10m records) where underdeveloped. 

The member value proposition was not consistently understood or experience

Marketing, CX and partner teams operated with misaligned priorities and metrics

As a result, efforts to improve growth and retention were fragmented and difficult to scale.

The Approach

I partnered with Wesfarmers to create clarity, focus, and alignment across growth and retention.

My approach focused on:

Analysing the end-to-end OnePass member journey across acquisition, engagement, and partner usage

Identifying critical drop-off points and drivers of disengagement and churn

Clarifying the OnePass member value proposition across brands and partners

Redesigning and uplifting key touchpoints to improve clarity, relevance, and participation

Aligning marketing, CX, and partner teams around shared priorities, metrics, and outcomes

This ensured effort was focused on the moments that most strongly influence member growth and retention.

What Was Delivered

A clear, end-to-end view of the OnePass member journey

Identified and prioritised growth and retention opportunities

Improved clarity of the member value proposition across brands

Uplifted acquisition and engagement touchpoints

Stronger cross-brand and partner alignment on execution and

Outcomes

24% improvement of retention performance

Reduced friction and drop-off across key lifecycle stages

Clearer articulation of OnePass value across the ecosystem

Stronger alignment between strategy, execution, and partner activity

This work was led by James McIntyre (JMCX), partnering with Wesfarmers across customer experience, loyalty, and growth.

Why this worked

The work addressed the entire member lifecycle, not just isolated touchpoints. By leveraging Braze and the customer data available through OneData, lifecycle behaviour across acquisition, onboarding, engagement, and retention was analysed and translated into journeys that reinforced value at each stage. This was complemented by the creation of distinct, memorable moments—such as OnePass Weekend—that made the membership feel tangible and worth returning to. Together, this combination of data-led lifecycle design and deliberate moments that mattered drove stronger engagement, improved retention, and enabled growth to scale without increasing complexity or reliance on acquisition alone.

Related work

Similar CX work:

Medibank Customer Journey Mappings and Experience design for onboarding

Cashrewards CX Journey Design

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