Real apparently also wants to revise the weekly brochures. Customers should only find special offers that ultimately generate sales.
In addition, CHIP learned from corporate circles that, for example, XXL discounts should be eliminated. In fact, Real had already significantly reduced the special offer with family packs for diapers, canned food and the like.
When it comes to the large organic range, Real orientates itself towards its competitors. Popular products are to be sold under the Real Bio label. The focus in the brochures and radio advertising – similar to Aldi and Lidl – should be on the strong brand range. Food and drugstore items that are difficult to sell are thrown out.
This primarily affects the private label range, as LZ learned. Soi is to be discontinued. Real launched this brand six years ago. It had replaced the then established brand Today. To date, customers have found over 200 Soi products on Real’s drugstore shelves.
Overall, Russian-German investors are putting pressure on them. In the next few weeks and months, the entire Real range is to be crushed by 10 percent. On average, customers will find between 40,000 and 80,000 products in the 100 Real stores concerned.
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