"We're prepared to have some skin in the game ... but it's not such a high amount that it undermines the whole financial rationale for portfolio repositioning," Wesfarmers' Managing Director Rob Scott told analysts on a conference call. It would keep half of a loyalty card programme called Flybuys, with Coles holding the remainder, he added. Along with a board seat at Coles, the loyalty programme will ensure Wesfarmers continues to have access to the vast pool of customer preferences collected by the country's second-biggest grocer. "What we can use that data for is to essentially make better decisions in our businesses," Scott said, listing marketing, product selection and site spotting as applications. Wesfarmers shares fell 1.1 per cent after the announcement, only a little further than the broader market's drop of 0.9 percent, but still hold near all-time highs hit earlier in the month. The Perth-headquartered company is in the midst of its largest reshuffle since it bought Coles a decade ago.