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Data Source: Pet Store

Goal and Key Questions

Goal:

To better understand the behavior of the customer base and sales progress in order to provide efficient customer service and product supply.

Key Questions:

  1. What do total sales look like on a daily and monthly basis?

  2. What are the demographics of customers in terms of retention, age, and location?

  3. Which animal product categories, cats or dogs, gave a greater return on investment (ROI)? To that extent, which item is the most profitable?

Cumulative Total: $1,609,489

What do total sales look like on a daily and monthly basis?

Sales have increased daily and monthly over the first six months. Recommend hiring seasonal staff by mid-March for next year to maintain workflow efficiency.

What are the demographics of customers in terms of retention, age, and location?

## [1] 79.94915

79.95% customer retention rate. Recommend refining loyalty program to increase retention by implementing a refer-a-friend initiative on current customers.

The mid-to-late 20s age group make up 44% of the customer base. Recommend advertising priority in this order: Tik Tok, Instagram, and Snapchat. These platforms are the most popular among adults under 30 in the US per the Pew Research Center.

NY, PA, and NJ make up 56.9% of where consumer activites take place. Recommend geo-conquesting rival pet store locations in NY, PA, and NJ to drive website traffic.

Which animal product categories, cats or dogs, gave a greater ROI?

Cat products made up 57.4% of total products sold. However, this metric alone does not mean that cat products are a greater ROI in terms of profitability.

Cat products outsold dog products in total sales by 18% ((884528.60 - 724960.26) / 884528.60 * 100) = 18.03993). It can be concluded that cat products are a greater ROI given that it outsold dog products by count and dollar amount.

Which item was the most profitable?

Item6 sold for $408,023.09 and made up for 25% of all sales. How well did Item6 sell in each state?

How well did Item6 sell on a daily and monthly basis?

Between March and April is when sales activity starts to pick up.

Summary of Findings

  1. April to June showed the most sales activity compared to January to March.

  2. The largest customer age group are in their mid-to-late 20s.

  3. Cat products are more in demand. And, Item6 is the most profitable item.

Actionable Insights

  1. Hire seasonal staff by mid-March to maintain workflow efficiency for busier months.

  2. Advertise on Tik Tok, Instagram, and Snapchat. Geo-conquest rival pet stores in NY, PA, and NJ to drive website traffic.

  3. Arrange inventory and shelf spacing to allow staff and customers to access cat products more readily. Due to demand, increase the price of Item6 between 5% to 8% at the beginning of March.