Luxury pricing after the boom
Many brands raised prices in the strong years and are now finding the limit. Holding margin takes more than the name.
Read more →Demand-led growth and expansion
REAL Growth Partnership builds demand-led growth plans for consumer businesses. We map where demand sits, define where to play and how to win, differentiate the proposition, and de-risk market entry and international expansion across new markets, formats and channels.
What gets in the way
Growth plans are usually built on who bought last year rather than on what people were trying to do. That describes the past accurately and says very little about where the next customer is going to come from.
No picture of where demand sits
Planning runs on category and demographic data, which describes who bought last year rather than what people were trying to do. Without a map built on real purchase occasions, the argument about where to invest cannot be settled with evidence.
Strong basics, no reason to choose
A brand can score well on trust, value and delivery and still lose the sale, because every serious competitor already offers those. The attributes that actually decide the purchase get ceded by default.
Spend that follows the crowd
With no view of which spaces the brand has permission to win, spend follows the largest number on the page and lands head on against the businesses best equipped to defend it. The spaces beside it, where fit runs ahead of share, stay unnoticed.
Market entry priced on assumption
New markets, formats and channels are entered on a case built from desk research and confidence. Demand, competitive intensity and unit economics get tested after the capital is committed rather than before it.
Where demand actually sits, and how to reach it.
REAL Growth Partnership builds demand-led growth plans for consumer businesses.
Go-to-market & expansion plans
Where to play next, and how to win when you get there.Demand mapping
Sizing where demand sits and building the plan to capture it.Category & proposition differentiation
A reason to choose you that competitors cannot copy.Market entry & international growth
New markets, formats and channels, de-risked.
A leading UK omnichannel retailer in fashion and electricals
Strong on the basics, but no reason to choose. Competing against 20+ established players in two of the UK's most crowded categories, the retailer won on trust and delivery yet ceded the real drivers of choice, with no fact base on who to target or which needs to own.
10k+
Shoppers surveyed, anchored on real purchase occasions
11
Demand spaces defined per category, sized and profiled
263
Index in the client's strongest space: 13.4% penetration against a 5.1% market average
Every engagement begins with a conversation.
Bring us your challenge, and we will give you an honest assessment and a clear point of view.
Latest writings
Recent writing from the team on demand, pricing, media and the work of making change hold.
Most loyalty schemes are discounts by another name
Points reward purchases that would have happened anyway. Loyalty comes from a reason to return.
Read more →Own label is now a genuine rival to brands
Supermarket premium ranges match the brands beside them on design and quality. The contest on the shelf is no longer about price.
Read more →