Total Sales all Regions and Channels

$3,941,901

Highest Total Sales - Fresh Category

$1,319,554

Number of Locations

124

SUMMARY INSIGHTS Insights Fresh and Total Sales Scatterplot

  • Both countries spend about the same in fresh and in the overall categories.

  • Lisbon spends more in the fresh category and Porto spends a little more overall in all the categories.

Total and Fresh Sales by Channel Scatterplot

  • Hotels and cafe tend to spend more on fresh food.

  • Retail stores tend to spend more overall in all the categories.

Customer Channel Type by City Stacked Bar Chart
  • Overall, there are more cafes, hotels, and restaurants in both regions.
Average Purchases by Category
  • The highest average purchase is ‘Fresh’.
  • The lowest average purchase is ‘Delicassen’.
Map of Portugal
[1] "Hotel_Cafe"   "Retail_Store"
[1] "Lisbon" "Porto"
Sales Distribution by Department and Channel
Channel Fresh Milk Grocery Frozen Soap Deli
Hotel_Cafe 48% 13.0% 16% 15% 3% 4.5%
Retail_Store 14% 21.9% 38% 4% 18% 3.4%
Fresh and Total Sales by City and Channel
Region Channel Total Fresh Grocery Milk Frozen Soap Deli
Lisbon Hotel_Cafe $1,538,342 $761,233 $237,542 $228,342 $184,512 $56,081 $70,632
Lisbon Retail_Store $848,471 $93,600 $332,495 $194,112 $46,514 $148,055 $33,695
Porto Hotel_Cafe $719,150 $326,215 $123,074 $64,519 $160,861 $13,516 $30,965
Porto Retail_Store $835,938 $138,506 $310,200 $174,625 $29,271 $159,795 $23,541
Average Sales by City and Channel
Region Channel Fresh Grocery Milk Frozen Soap Deli
Lisbon Hotel_Cafe $12,902 $4,026 $3,870 $3,127 $951 $1,197
Lisbon Retail_Store $5,200 $18,472 $10,784 $2,584 $8,225 $1,872
Porto Hotel_Cafe $11,651 $4,396 $2,304 $5,745 $483 $1,106
Porto Retail_Store $7,290 $16,326 $9,191 $1,541 $8,410 $1,239

SEGMENTATION MODEL INSIGHTS

  • There is good separation among the clusters.

  • Since there is good distinction among the different segments which will help us target each segment well.

CUSTOMER SEGMENTATION (CLUSTERING)

CHANNEL CLASSIFICATION MODEL INSIGHTS

  • The R^2 is 56% which means 56% of the variance can be explained by this model.

  • This model ok but could use some more work in finding better independent variables that explain the dependent variable.

CHANNEL CLASSIFICATION MODEL
Observations 124
Dependent variable Channel.b
Type OLS linear regression
F(2,121) 75.72
R² 0.56
Adj. R² 0.55
Est. S.E. t val. p
(Intercept) -0.70 0.17 -4.18 0.00
pctFresh -0.35 0.13 -2.58 0.01
log(Detergents_Paper) 0.17 0.02 8.43 0.00
Standard errors: OLS
  1. Changed the colors of the value boxes.
  2. Changed first graph to be an interactive map.
  3. I changed the name in the fresh sales value box so they know this is the highest sales category.
  4. I changed the color of the plots in the 4 charts.
  5. I created more tabs adding all of the data sets for each variable. 
  6. Changed the theme to minty.
  7. Added insights to all 3 text boxes.
  8. Create the average purchases of each location and channel into a table.
  9. I made a bar chart of the average purchases in each category. 
  10. I changed the row height to 30% in the visualization tab.
  11. I changed the logos in the value box.