Superstore Sales Dashboard

The superstore has hired you to deliver a comprehensive sales report. The goal? To peel back the layers of complexity and evaluate sales performance across different dimensions, including time, products, and customer segments, to understand the sales dynamics. By gaining insights into these factors, the report aims to provide valuable information for future marketing strategies.

Dataset

For the analysis, I delved into the Superstore sales dataset sourced from Kaggle. This dataset encompasses a period of four years with over 50,000 rows, each containing essential details that help paint a comprehensive picture of the store’s operations.

You can find the dataset here.

Tools

For the creation of this dashboard, I used Power BI.

Business Questions

• How did the Superstore’s sales performance vary on a monthly basis? Were there any notable trends?
• Which customer segments made the largest contributions to the sales figures? Were there any segments that showed significant growth or decline?
• Was there a clear relationship between the discounts offered and the resulting sales figures? Did higher discounts lead to increased sales?
• How did the profit margin differ across different product categories? Were there any categories that stood out as particularly profitable or unprofitable?

Insights

Dashboard created by Author.

Interact with the dashboard here.

• The store’s KPIs are displayed at the top, with exceeding sales over the last four years and a profit margin of 11.62%.
• Simply clicking on different years on the top left enables the exploration of each year’s performance. It clearly shows a consistent increase in sales and profit year after year.
• There is a clear rise in sales every month, with December being the month that brought in the most business.
• October has lower sales across all years compared to its neighboring months.
• Local consumers make up the biggest part of our consumer segment, followed by corporate buyers and home office buyers.
• Adjusting discount levels has a direct impact on sales, as higher discounts lead to higher sales.
• Copiers and Phones are the most profitable products sold, while tables generate a loss.

Recommendations

Looking at the dashboard, the stakeholders can benefit from adapting according to the market trend, and here are a few recommendations for the same:

• Special promotions can be introduced in October to boost sales.
• Targeted marketing efforts in the home office segment to enhance customer engagement.
• Personalized marketing of products like tables (which incur losses) to the home office segment.
• To boost sales, offering discounts on less profitable items could be an effective strategy, as there is a noticeable correlation between discounts and sales performance.
• Consider conducting a survey to identify the root cause of low table sales.
• Through a detailed survey, discover the underlying factors contributing to lower sales in the first quarter compared to the prior period.

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