E-Commerce Dashboard
Hover over the dashboard to explore interactive features.
About this project
In today’s fast-paced e-commerce environment, businesses need clear, data-driven insights to thrive. I took on the task of creating a Power BI report for Glimp Group, a fictional global skincare and beauty e-store, using the PF20 Challenge dataset. The report was designed to assess sales volumes and profitability across various product groups and markets, with a strong focus on key performance indicators (KPIs).
The goals of the project were clear: achieve an average annual profit margin of 15%, deliver 20% overall annual sales growth, with a 30% sales growth target for the corporate segment, and secure at least $400K in annual sales per market. The dashboard visualizes these KPIs and provides actionable insights to help support Glimp Group’s strategic decision-making and business growth.
Solution Approach
The dashboard is structured into three core sections, each tailored for a specific user group within the company:
- Executives: The Executive Overview sheet provides a quick snapshot of total sales, profit, and performance against key targets. Executives can assess whether the business is on track to meet its goals without diving into granular details.
- Regional Managers: The Market Insights sheet is built to help regional managers track the performance of specific markets. It highlights top-selling products, sales volume by market, and identifies regions contributing the most to overall profitability. This allows managers to adjust their strategies based on local trends.
- Product Managers: The Customer & Product Insights sheet offers a detailed breakdown of customer behavior, product profitability, and the impact of discount strategies on margins. This granular view is essential for understanding which customer segments and products are driving performance and how discounting influences profitability.
This multi-tiered approach ensures that each user has access to the relevant insights they need to make informed decisions.
Data Sources and Development Process
This project was developed using the dataset provided by fp20analytics.com, which included various metrics like sales volume, product categories, customer segmentation, and regional performance. The data was then cleaned and structured to fit the needs of the dashboard, ensuring that each visual element was interactive and easy to navigate. (Link to the Dataset: https://fp20analytics.com/datasets/)
To build the dashboard, I focused on creating interactive filters that allow users to adjust the view by market, segment, product category, and more. This flexibility enables users to easily identify trends, analyze past performance, and make data-driven decisions to optimize their strategies.
Key Insights from the Dashboard
Based on the 2023 data, the dashboard revealed the following insights:
- Sales Performance: Overall sales grew by 24%, but fell short of the 20% growth target, reaching only $2.19M against the $2.63M goal. This gap suggests that strategic adjustments are needed to boost performance in underperforming regions.
- Profit Margin: The company exceeded its profit margin goal, achieving 16% versus the target of 15%, indicating that pricing strategies and cost management are effective.
- Corporate Sales: The corporate segment grew but remained slightly under its 30% target, with a $60K gap still to meet the target.
- Market Leader: The Asia Pacific region leads in sales, exceeding the $400K sales goal, while other regions like LATAM and Africa lag behind, presenting opportunities for growth.
- Trending Products: Body care products remain the top-selling category but face shrinking profit margins due to aggressive discounting.
- Discount Impact: Discounts above 20% significantly reduce profit margins, especially for Body Care and Makeup, where products often see profits dip into negative territory when discounts are too steep.
Recommendations
Based on the insights, the following actions are recommended for Glimp Group’s leadership team:
- Limit Discounts to Under 20%
Discounts over 20% are eroding profit margins across multiple product categories. To protect profitability, discounts should be capped below this threshold, especially in high-sales but low-margin categories like Body Care and Makeup. - Boost Corporate Segment Sales
Corporate clients are driving nearly 60% of total sales, yet the segment is slightly underperforming its 30% growth target. Targeted marketing and loyalty programs for corporate clients could help close the $60K gap. - Focus on Growth in Underperforming Markets
While Asia Pacific has met its $400K sales target, other regions such as LATAM and Africa need strategic attention. Tailoring marketing and inventory strategies to these regions could unlock additional growth. - Refine Inventory and Market Strategies
With Asia Pacific leading in sales, ensuring sufficient inventory and tailored marketing in high-demand regions is crucial. Additionally, reallocating resources to boost performance in lower-performing markets could lead to increased sales in these areas.
Recommendations for Shop Managers
Based on the insights, the following actions are recommended for Glimp Group’s leadership team:
- Limit Discounts to Under 20%
Discounts over 20% are diminishing profit margins across multiple product categories. To protect profitability, discounts should be capped below this threshold, especially in high-sales but low-margin categories like Body Care and Makeup. - Boost Corporate Segment Sales
Corporate clients are driving nearly 60% of total sales, yet the segment is slightly underperforming its 30% growth target. Targeted marketing and loyalty programs for corporate clients could help close the $60K gap. - Focus on Growth in Underperforming Markets
While Asia Pacific has met its $400K sales target, other regions such as LATAM and Africa need strategic attention. Tailoring marketing and inventory strategies to these regions could unlock additional growth. - Refine Inventory and Market Strategies
With Asia Pacific leading in sales, ensuring sufficient inventory and tailored marketing in high-demand regions is crucial. Additionally, reallocating resources to boost performance in lower-performing markets could lead to increased sales in these areas.
