Redkiwi’s Sustainable Growth Axes

Sustainable growth in today’s competitive market requires a holistic approach—one that not only focuses on short-term results, but also on building long-term customer relationships, market share, and brand preference. Instead of relying on a single growth strategy, a brand must activate all three essential growth levers: penetration, frequency, and average spend.

What makes this growth sustainable, however, is how these levers are activated:

• Performance branding to drive penetration
• Branded automation to increase frequency
• Branded hyper-personalisation to boost average spend

Redkiwi’s model unites traditional marketing with digital methods, and makes it measurable through Google’s funnel thinking—see, think, do, and care. Our approach is full-funnel: penetration and increasing market share belong in the upper funnel, while frequency and average spend are activated more in the middle and lower funnel.

Within Redkiwi’s growth model, we use AI to enhance every lever—from penetration to frequency and average spend. Think of scaling international content creation, personalising customer journeys based on behaviour, or optimising ads and landing pages with real-time insights.

By seamlessly integrating AI into your marketing and technology processes, you improve not just efficiency, but also relevance, brand impact, and conversion. Our approach combines AI tools with creativity and brand strategy—ensuring that technology always serves meaningful brand experiences. Learn more about Redkiwi AI Agency.

The first growth lever is penetration—increasing market share and reaching new customers. Traditional performance marketing addresses existing demand, targeting customers who are already in-market. But real penetration means creating new demand—which is where performance branding comes in.

Performance branding combines the data-driven approach of performance marketing with brand building. It’s not just about short-term results or abstract brand awareness; it’s about actively positioning your brand as the solution to consumer needs—even if those needs aren’t yet clearly defined. Rather than simply reacting to existing demand, performance branding places your brand in the mental shortlist of the customer during the upper funnel phase.

By applying performance branding effectively, you can attract new customers and grow your market share by generating demand, not just capturing it. This is essential for sustainable growth, as it ensures your brand isn't only dependent on current market interest.

The second growth lever is frequency—how often customers return to make a purchase. Traditionally, this has been tackled through marketing automation, automating outreach and promotions to encourage repeat buying. While automation increases efficiency and conversion, it’s becoming less distinctive as more brands use similar tools.

This is where branded automation comes in. Unlike generic marketing automation, branded automation focuses not just on convenience, but on building brand preference. The goal is to drive loyalty through emotional brand connection—not just transactional ease.

Instead of sending purely product-driven offers, branded automation infuses brand values and identity into every customer interaction. This enhances brand experience and ensures that customers return not just for convenience, but because they feel connected to your brand. By implementing branded automation, you drive not only repeat purchases, but long-term brand loyalty.

The third growth lever is average spend per customer. Traditionally, this is tackled via hyperpersonalisation in the lower funnel—using data to provide tailored experiences, upsell opportunities, and cross-sells at the right moment. While this increases conversion and frequency, data and convenience alone are no longer enough to stand out.

To sustainably increase average spend, you need to combine personalisation with brand preference. That’s where branded hyperpersonalisation comes in.

Instead of just recommending products based on behaviour, you connect those recommendations to your brand identity. You frame upsells not just around customer need, but also around what the brand stands for. When customers feel aligned with your brand, they are more likely to purchase additional products—even those that don’t meet a direct need.

This approach strengthens not only your conversion rate, but also your customer lifetime value, making every transaction more meaningful—and more profitable—in the long run.