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Retailers and manufacturers have more data than ever before, but they are far from always getting the most out of it. Fragmented information, endless Excel files, and discussions about discrepancies in figures stand in the way of efficient collaboration. The Belgian company Impaqtr wants to change that.
From a jumble of Excel files to a single version of the truth
Sales figures, purchase figures, resale figures, promotional results, inventory data: the retail sector has no shortage of information. But anyone trying to combine all that data quickly runs into different systems, varying definitions, and time-consuming quality checks.
That’s exactly where Impaqtr saw an opportunity. The technology company, founded in 2017, developed a neutral and secure data collaboration platform that brings together data from various sources, cleans it, harmonizes it, and integrates it into reliable, actionable insights. At RetailDetail Night, Perfetti Van Melle will share how the candy manufacturer uses store-level promotional and distribution analyses to translate commercial opportunities into targeted in-store promotions.
“The days of having to do everything in Excel are over. We bring data sources together in a single, reliable environment so that definitions are consistent,” says CEO Bert Jacobs. “Everyone works with the same reliable information, which means discussions about numbers during business reviews give way to joint business planning and concrete actions. As long as partners are debating which numbers are correct, they’re missing opportunities to grow together.”
“The value of data isn’t in the price”
Initially, Impaqtr focused primarily on automating recurring data analyses for manufacturers. Now, the company also aims to improve collaboration with retailers. Through an independent data collaboration platform, parties can share information in a controlled manner and develop joint insights—for example, to better evaluate promotions, adjust product assortments, or optimize inventory.
“Sharing data isn’t the same as creating value. Data is often sold as a separate revenue stream, but the real value lies in the business impact you can achieve with it,” says Head of Marketing & Business Development Alexandra Van Impe. “The value of data isn’t in the price you charge for it, but in what you achieve with it. A dashboard doesn’t create growth; the decisions and actions that result from it do.”
According to Impaqtr, the challenge of transforming fragmented data into collective added value isn’t limited to FMCG. The company also sees significant opportunities for data collaboration in sectors such as pharma and retail segments like pet retail and DIY.
AI is only as smart as the data it’s based on
With the rise of artificial intelligence, this approach takes on a new dimension. AI can accelerate analyses and help sales teams find relevant insights without having to create complex reports themselves. “First, AI will speed up our internal processes. Everything we program can happen faster. Second, AI will ensure that insights are available almost instantly,” says Jacobs.
But AI is only as reliable as the data on which the technology is based, warns Van Impe. Moreover, the use of sensitive business information carries security risks. “AI is so accessible today that many people don’t realize they’re unwittingly throwing their data out on the street,” she says.
“Furthermore, AI also works with unreliable data. AI can be a tremendous accelerator, but only when the underlying data is harmonized, integrated, and securely managed,” she says. “That is precisely where Impaqtr’s strength lies: we lay the reliable foundation of data upon which AI can generate valuable insights.”
Trust as the Biggest Challenge
Of course, retailers and manufacturers must also be willing to exchange information. That isn’t always a given. Impaqtr therefore acts as a neutral intermediary, providing a secure environment where companies can share data in a controlled manner. Special attention is also paid to competition rules.
This independent position also enables Impaqtr to process commercially sensitive data from competing market players in a secure and controlled manner, within the applicable competition rules. For example, the company supports the Belgian, Dutch, and French beer federations in aggregating and processing market data, while respecting the confidentiality of individual company data.
“How do you build trust between two parties with different objectives?” Jacobs asks. “You don’t have to give up control over your data to derive more value from it together. Our answer is a neutral and secure data collaboration platform where parties can work together in a controlled and legally compliant manner, while respecting data ownership and access rights.”
Goal: “Fundamentally changing collaboration”
In the long term, Impaqtr aims to grow into a broad ecosystem for data collaboration in the retail sector. The ambition is for sales teams to spend less time collecting and verifying figures and to be able to focus more on their work. Van Impe: “Regional field account managers know where the out-of-stocks and best-sellers are at each retail location even before they head out; retailers also appreciate it when you arrive so well-prepared.”
“Our added value lies in the fact that we ensure everyone has the same bite-sized insights, without them having to be data analysts or Excel wizards themselves,” Van Impe concludes. “This way, key account managers and category managers no longer have to spend their valuable time on data processing, but can instead invest it in better commercial decisions and targeted actions. When retailers and manufacturers collaborate more effectively on data, consumers also benefit from a better product selection, improved availability, and more relevant promotions.”
The ambition goes beyond saving time on reporting: “We want to fundamentally change the collaboration between retailers and manufacturers: from discussions about numbers to reliable insights, joint decisions, and tangible business growth.”
