Accurate insights to drive strategy with agility

“With NIQ Digital Purchases, we’ve transitioned from perception to reality”

Guillermo Barandalla – Director of Sales & Insights

RB Iberia, a subsidiary of RB Europe, is a key player in the consumer goods industry, with a strong brand portfolio and a well-established presence across multiple markets. To refine its strategy and maximize its impact, the company relies on precise and actionable data.

Guillermo Perez Barandalla is the Director of Sales & Insights for Spain. His role involves nurturing the company’s strategy by understanding the market, brands, and consumers, and translating these insights into key performance indicators. This allows RB Iberia to establish performance measures through both internal and external performance indicators. He collaborates closely with various departments to ensure that their strategies are aligned with the overall business objectives and that they are responsive to market changes and consumer needs.

Since November 2024, RB Iberia has been using NIQ Digital Purchases, with around a dozen users from the Business Intelligence, Pricing, Marketing, and Operations teams. This solution enables them to better understand market dynamics and consumer behavior, making data-driven decision-making more efficient and reliable. 

Empowering Strategic Decisions with Real-Time Market Insights

The delivery channel has evolved significantly since the pandemic, becoming increasingly sophisticated for both retailers and aggregators. This sophistication demands accurate and granular information to support strategy and execution.

“Previously, we lacked a tool that provided timely insights from both perspectives. NIQ Digital Purchases fills this gap by offering detailed, real-time data that helps us understand market trends, consumer preferences, and competitive dynamics, enabling us to make more informed decisions.”

Before NIQ Digital Purchases

• Limited internal data and macro insights from consumer panels • Low-detail competitive intelligence and limited responsiveness to market changes
• Strategic decisions based on assumptions that were often difficult to quantify

With NIQ Digital Purchases

• Granular, immediately actionable data
• Better anticipation of e-commerce trends and consumer behavior
• Precise tracking of promotion and assortment performance 

A tool that saves time and enables faster decision-making

RB Iberia has saved valuable time since adopting NIQ Digital Purchases, enabling them to focus on more strategic priorities.

“We’ve transitioned from perception to reality. Teams now compare market dyanmics and explain consumer attitudes, which are reflected in the tool’s dashboards. This reduces the effort needed to share information across departments, freeing up time for strategic thinking. Additionally, the tool has improved our ability to track performance metrics in real-time, allowing for more agile and responsive decision making.”

Exclusive data that drives enhanced performance and maximized ROI

RB Iberia uses NIQ Digital Purchases to continuously refine and improve its strategy.

“The tool’s detail allows us to robustly assess the impact of our activations within different aggregators, helping us adjust our approach efficiently. This continuous cycle of optimization ensures that we are always improving our strategies and maximizing our return on investment.”

Guillermo Perez Barandalla also uses the data for negotiating with aggregators.

“We understand the role of our assortment in their strategy and the impact of our activations on their sales. Previously, we relied on the information they shared, lacking comprehensive understanding. This deeper insight has allowed us to make more strategic decisions, such as adjusting our promotional strategies to better align with consumer preferences and market trends, resulting in improved performance and ROI.”

One clear example is the review of RB Iberia’s promotional assortment. By analyzing assortments using the tool, they identified consumer preferences among specific competitors, allowing them to strengthen their offer and improve performance. “Before using NIQ Digital Purchases, we lacked the detailed insights needed to make such targeted adjustments, which limited our ability to optimize our promotional strategies effectively.”

Tailored onboarding and high-quality support

Thanks to continuous support and ad hoc studies, RB Iberia can continnuously refine its strategies and adapt more effectively to market changes. RB Iberia benefited from a structured onboarding process with proactive and personalized support from their Customer Success Manager. “The continuous support and guidance provided by our CSM have been invaluable in helping us fully leverage the tool’s capabilities.”

Guillermo Perez Barandalla and his team particularly appreciated their CSM’s flexibility in adapting to changes and integrating additional perspectives. “This ongoing support has ensured that we can continuously improve our strategies and adapt to evolving market conditions.” 

“NIQ Digital Purchases allows us to make more strategic decisions, resulting in improved performance and ROI.”