FP20 Analytics: SCN Cosmetics - E-commerce analysis

Summary

Report submitted for FP20 Analytics ZoomCharts Challenge 19 (September 2024). The report was built with the E-commerce KPI Analysis dataset and includes ZoomCharts custom Drill Down PRO visuals for Power BI. 

Author's description:
This dashboard provides an insightful overview of SCN Cosmetics' performance across key business metrics, analyzing sales, customer segment, product performance, and market geography. Total sales YTD reached an impressive $6.5M, a clear indicator of SCN Cosmetics' robust market presence. The company engaged with over 17K customers throughout the year, showcasing a broad and diverse customer base. This translates into $1.1M in profit, yielding a 16.3% profit margin—a healthy return, despite slight pressures from costs and discount strategies, evidenced by a 14.3% loss margin. Total Sales by Market reveals that the United States, with $1.24M in sales, is the company's largest market, followed by Australia, France.

Diving deeper into customer behavior, SCN Cosmetics segments its customers into Self-Employed, Consumer, and Corporate groups. Interestingly, the corporate segment accounts for the majority of sales, quantity sold and profit, making up the largest share of SCN’s business, which highlights the retail-driven nature of the business. With a closer look at product performance showcases Herbal Essence Bio as the top-selling product, followed by Rose Gold Petals Studs and Sterling Wave Earrings. These premium products likely contribute to the strong profit margin. However, we also have the bottom-performing products indicate areas for potential improvement in marketing or inventory management. Sales have followed an upward trend throughout the year, with notable spikes during promotional periods, likely driven by marketing campaigns or seasonal events. This indicates a successful strategy in leveraging discounts or limited-time offers to drive demand. The scatter plot showing the relationship between price discounts and sales quantity reveals a positive correlation. When discount rates increase, sales also tend to rise, confirming that SCN Cosmetics has successfully used discounts to stimulate demand. However, a balance is needed to avoid eroding profit margins through excessive discounts. A map visualization highlights USA as a rapidly growing market, contributing $1.14M in sales, which places it among the top five countries. This presents a unique growth opportunity for SCN Cosmetics to expand its product line in emerging markets.

In Conclusion, SCN Cosmetics is poised for continued success, with strong sales performance and a growing customer base across diverse markets. The data highlights several opportunities, such as maintaining and expanding corporate segment and optimizing the discount strategy to maintain profit margins. Also, launching marketing campaigns for underperforming products so as to optimise sales and profit.