Bike Stores Sales Analysis (2016-2018)

Analysis bike stores sales analysis from 2016-2018. Interactive Tableau dashboard can be found here ->View Dashboard

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Similar Excel Dashboard

In addition to the Tableau dashboard, I have also created a similar dashboard in Excel that visualizes the key business metrics and segmentation. -> Excel Dashboard

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Tableau Dashboard

North Star Metrics:

• Total Revenue: $8,578,988.88 - This is the overarching metric reflecting the financial success of the business.
• Total Units Sold: 7,078 - Indicates the volume of sales and product demand.
• Distinct Count of Orders: 1,615 - Shows customer engagement and order frequency.
• Distinct Count of Customers: 1,444 - Reflects the customer base size and growth potential. Dimensions:
• Time Period: Years (2016, 2017, 2018), Months
• Geography: States (CA, NY, TX)
• Store Name: Baldwin Bikes, Rowlett Bikes, Santa Cruz Bikes
• Product Categories: Mountain Bikes, Road Bikes, Cruisers Bicycles, etc.
• Brand: Trek, Electra, Surly, etc.
• Customer Segments: Top Customers by Revenue Sales Representatives: Revenue Per Sales Rep

Summary of Insights

1. Total Revenue Trends:
   • The highest revenue was observed in 2017, with a significant drop in 2018. ○ Monthly analysis reveals a spike in revenue during certain months, particularly in April 2018, suggesting a seasonal impact on sales.
2. Revenue by State and Store:
   • The majority of the revenue was generated in New York state, with significant contributions from Baldwin Bikes.
   • Santa Cruz Bikes and Rowlett Bikes also contributed, but to a lesser extent.
3. Revenue by Brand and Product Category:
   • Trek is the leading brand in terms of revenue, far surpassing other brands like Electra and Surly.
   • Mountain Bikes are the most popular category, followed by Road Bikes and Cruisers, indicating customer preference for specific types of bicycles.
4. Top Customers and Sales Representatives:
   • Pamela Newman, Abby Gamble, and Sharyn Hopkins are among the top customers, contributing the highest revenue.
   • Sales representatives Marcelene Boyer and Venita Daniel are the top performers, responsible for the majority of the sales.

Key Business Metrics and Segmentation:

• Revenue Segmentation: Analysis by year, state, store, brand, product category, customer, and sales representative.
• Insights: Focus on high-revenue brands and categories, potential for expanding sales in underperforming states and stores.
• Seasonality: Identified key months with sales peaks, suggesting a need for targeted marketing strategies during these periods.

Recommendations:

1. Investigate the Revenue Drop in 2018: A deep dive into the factors leading to the decline in 2018 revenue is essential to prevent future losses.
2. Leverage Peak Sales Months: Develop marketing campaigns and inventory strategies that align with the seasonal spikes in revenue, particularly in April.
3. Expand Successful Brands and Categories: Consider increasing the stock and promotional efforts for top-performing brands like Trek and popular categories like Mountain Bikes.
4. Focus on High-Performing Sales Reps: Analyze the strategies used by top sales representatives to replicate their success across the sales team.