Complete Journey — Executive Report

Executive Overview

• Seasonal peaks are predictable: sales cluster in repeatable high‑volume weeks across the year.
  
• Coupon use varies by segment: usage rates climb with specific income × household‑size combinations.
  
• Promotions grow trip value: promo baskets are typically $17.91 higher (194%) than non‑promo baskets.

Note: Charts below are intentionally code‑free and data‑light for an executive audience. Calculations follow standard definitions used in prior analyses (e.g., 90th‑percentile peaks, share of households redeeming ≥1 coupon, and mean basket with IQR).

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1) Weekly Sales Peaks

What to look for
- Shaded bands mark top 10% sales weeks (peak periods).
- Month labels reveal seasonality; week numbers provide precise timing.

Why it matters
- Enables forward inventory and staffing plans around known surges.
- Guides promo and media timing to amplify demand in the right windows.

Weekly sales with peak periods highlighted (top 10% weeks).

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2) Coupon Usage by Income × Household Size

What to look for
- Each bubble represents a customer segment (income × household size).
- Higher = heavier coupon use; larger = more households in the segment.

Why it matters
- Identifies priority segments for coupon distribution and creative.
- Helps balance efficiency (usage rate) with scale (segment size).

Coupon usage rate by income (midpoint) and household size; bubble size = households in segment.

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3) Promotions Increase Spend per Shopping Trip

What to look for
- Bars show average basket value; whiskers display the middle 50% (IQR).
- The gap between bars quantifies the promo lift in dollars and percentage.

Why it matters
- Demonstrates how discounts motivate larger baskets despite price reductions.
- Supports promo calendar decisions and category funding discussions.

Average basket value for promo vs non‑promo baskets; whiskers show the middle 50% (IQR).