- 20:00 min
Interview
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📍Singapore
In episode 28 of OFFBounds, Paula Macaggi sat down with Nicole Sheffield, the Managing Director of Wesfarmers OneDigital and President of the Australian Retailers Association. The chat was all about how One Digital which was established in 2022 is allowing Wesfarmers to better understand its customers and give a better shopping experience through the power of providing value and analysing data. Nicole gave us a peek into how Wesfarmers, with its huge range of businesses from home improvement to health and apparel, is using data to boost growth.
Nicole shared the story behind Wesfarmers OneDigital which includes the digital initiatives of the group such as the OnePass membership program, the Catch Marketplace, and OneData, which gathers data from all their different sectors. This data-driven approach has allowed Wesfarmers to offer personalized and super-efficient customer experiences. For example, OnePass members enjoy perks like free delivery, more loyalty points, and early access to sales events.
They also talked about how the COVID-19 pandemic sped up digital transformation, especially when lockdowns in Melbourne pushed everyone to shop online. Nicole explained how this shift made it crucial to understand customer behavior better and build a solid digital setup. This push for digital savvy meant Wesfarmers had to invest in new tech and talent to stay competitive. Nicole highlighted how OneDigital is all about fostering innovation and adding value across Wesfarmers’ various retail brands.
As President of the Australian Retailers Association, Nicole also discussed some big-picture issues facing Aussie retailers, like retail crime and sustainability. She stressed the importance of having a strong, united voice to stand up for retail interests. Nicole’s passion for using data to create customer-focused solutions and her leadership role make her a real star in the retail world. This OFFBounds episode offers a fun and insightful look at where retail is headed, all through the eyes of one of Australia’s top leaders.
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AI is becoming a catalyst for speed, sharper insight, and what they call story doing. The focus is not on more dashboards or bigger decks, it is on momentum, creative confidence, and choices that move the numbers.
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Retail Intelligence in Action
Campaigns win when the story is ownable by the brand and relevant to culture. The loop is simple but difficult to execute: authenticity builds trust, and trust builds loyalty.
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