Row
Total Revenue
$2,636,000Total Profit
$498,000Opportunity
+$204KRow
Profit Margin by Discount Band
Return Rate by Category
Profit by Category & Region
Row
Key Performance Metrics
| Metric | Value |
|---|---|
| Total Orders | 1,800 |
| Unique Customers | 596 |
| Avg Order Value | $1,464 |
| Return Rate | 8.1% |
| Median Margin | 9.42% |
| Profitable Txns | 61.8% |
| TOP PRIORITY | |
| Est. Profit Uplift | +$204,000 |
| High-Discount Loss | -$36,055 annual |
| CRITICAL ISSUE | |
| Furniture Loss | -$45,606 |
| Profit Concentration | 105% from 3 products |
Row
Key Insights
1. Discounting Destroys Profitability
Transactions with 21%+ discounts show -7.2% profit contribution. Capping
discounts at 10% yields +$204K profit (41% improvement). Linear
relationship: each 10% discount → 20-30pp margin loss.
2. Furniture Crisis
Category loses $45,606 (-8.29% margin) with 12.4% return rate (2.1×
industry average). Options: reprice +5-10%, improve supply chain, or
discontinue. Immediate root-cause analysis required.
3. Dangerous Concentration
Three products (Laptops $203K, Copiers $177K, Phones $143K) generate
105% of profit. Any single disruption breaks profitability. Develop 5+
new profitable sub-categories within 6 months.