Why we love Bunnings (and what it teaches us about loyalty)
A true story
When I was working part-time, I used to go to Bunnings every Tuesday morning on my day off.
Coffee in hand, trolley at the ready… buying things I absolutely did not “need”.
Truth be told, I was there so often that one Tuesday, the staff eventually invited me to their morning huddle - which I nearly accepted, because it’s still my dream to one day work in the Bunnings garden department.
Why Bunnings is my happy place
I’m not ashamed to say that Bunnings is my happy place. It’s where I feel calm, welcome, and strangely content. Even when the choices are overwhelming, the “no pressure” sales approach gives me time to think, breathe, and make the right decision. And when I look around, I see the same thing in other customers. Sure, they sometimes look a little bewildered, but they also look content, slowly wandering the aisles.
So, what is it about Bunnings that makes it this special wonderland?
Is it the new Bluey gnomes? The fact you can take your pooch shopping with you? The endless product variety? The predictability of always knowing what you’ll find? Or maybe it’s the reliable community-led sausage sizzle (let’s be honest, it could be the sausage sizzle).
From a marketing and business perspective, though, there’s something much deeper at play.
The secret isn’t in the products
Bunnings’ magic isn’t in the stock on the shelves. It’s in how the place makes you feel.
Belonging. Walking in feels like joining a local club. If you go often enough, the staff start to know you, just like your local barista. There’s almost always a fundraiser sizzling away out front. It feels like community.
Autonomy. Bunnings gives you space. The wide aisles, zero-pressure staff, and “we’re here if you need us” approach create a sense of freedom. You can browse, think, and explore at your own pace.
Belonging + autonomy = loyalty
Those two feelings, belonging and autonomy, are powerful. They build confidence. And confidence is what makes people come back again and again.
It’s not just about the lowest prices or the biggest range. It’s not always about promotions or even the famous sausage sizzle.
Because the truth is this: loyalty isn’t built on gnomes or sales… it’s built on feelings.
What we can learn from Bunnings
The best brands understand that their job isn’t just to sell products. It’s to create an environment where customers feel:
like they belong, and
free to choose on their own terms.
Do that, and you don’t just win a transaction. You win trust, confidence, and long-term loyalty.
And sometimes, you even win a customer who shows up so often, they get invited to the staff huddle with their Golden Retriever.
