Customer Demographics & Sales

The Customer Demographics & Sales dashboard is a combination of widgets: Key Performance Indicators (KPIs), focused metric tables and graphic displays of your data.  The data displayed on the dashboard is intended to give you insight into how your different groupings of customers shop. You will be able to target your marketing efforts, in store merchandising and perhaps offer incentives to your customers to influence their shopping habits.

To the extent that your customer records include birth dates and gender, you will be able to analyze how much those groups are spending in a variety of break-outs. How you classify your shoppers (Customer Type), maybe Frequent Shopper, Rewards Customer or Employee are other groupings that can be analyzed here.

Your entire customer base will be summarized in tables that show Age Group, Gender and Customer Type so you can understand the overall classifications and outliers in your data. These tables can help you decide if a campaign to gain more of the data, say birth dates, would be helpful to your analysis. You will be able to switch the dimensions of the graphics by right-clicking and selecting from the list of categories and break-by options. Along with the dashboard filters, you will be able to narrow your analysis even further.

It is important to note that the data considered begins with the date on the heading panel of the dashboard, under Earliest Analysis Date.  This means that your metrics and filtered data will start with the inventory data on this date.

You will see a link to this document in the top of the dashboard, under the heading Dashboard Help.

KPIs

The overall key performance indicators are straightforward and will respond to the dashboard level filters. Your analysis starts here, to understand the volumes and levels of spending that you are analyzing. Be sure to reference this section when analyzing the groupings, to understand the scale of each group.

Total Sales $, # of Transactions and # of Customers

The first section will show you three graphics that reflect the groupings of customers you wish to analyze. You may for example. want to see the relationship of sales to age groups, or transactions to customer type. By right clicking on the graphic, choose Switch Dimension to change the grouping. Then use the dashboard level filters to focus on product category or look at a specific store or other characteristic. Be sure to use the dashboard filters to further focus your data. If your operations include buy back of used goods, you will see separate graphics for this analysis.

Maybe you want to see how your rewards customers are shopping, at what overall levels, and then by a certain product category. Right click on the graphic to switch the dimension to Customer Type, then use the dashboard filter to choose the product category. You may have a store located near state lines - where do your customers in that store live? Are you advertsiing in the right places to increase the traffic to each store?  You will be able to see more trends on the following set of column graphics.

Maybe you want to see the composition of transactions by age group. Keep in mind that you may have customer records without birth dates or with placeholder / generic birth dates entered. You can click on the legend to toggle any of the groups on & off. Once you identify the groups that make up the bulk of your transactions, learn how they are shoppng. Are these customers coming into your stores or shopping online? - use the Web Order filter to find this information. Are these customers using BOPIS / Curbside more, or do they favor the shipping option? - use the Sales Channel filter to find this information. This will allow you to start thinking about shopping behaviors that you would like to shift, and which groups you need to target in those efforts.

The next set of graphics are versatile and will allow you to change both the category across the bottom of the chart, and the break-by for each of the categories. These graphics will allow you to see trends and compositions of both total sales and average customer spends. The Average Customer Total Purchases represents the total purchase amount, per customer, on average - of course with any dashboard filters applied, including the date range.

Again, if your operations include buy back of used goods, you will see separate graphics for this analysis. You might want to analyze the quantity of goods vs. the dollars paid for them, by the different groupings. You will also be able to compare with the level of sales for the same groups for a good analysis of how the group spends, sells back and receives dollars on the buy back. For example, how do the different age groups spend on average, then sell back used goods - do you see patterns in the age groups, or maybe in your stores as to the quantities sold back and the dollars received - or do you maybe see certain groups earning more on their buy backs?

There are a number of categories from which to choose, including customer characteristics (age, gender, customer's state, etc.); shopping avenues such as store name, web order or sales channel; months for a look at trends; and product groupings. In addition, you will be able to break-by any of the categories by customer characteristics. And again, the dashboard filters allow you to further narrow the focus of your analysis.

Here you can analyze many scenarios - what is the make-up of customers shopping in each of your store locations? what is the age group of shoppers with web orders? how do guest shoppers shop at your stores? do certain age groups favor BOPIS / Curbside over shipping? Which customers are choosing shipping for your expensive-to-ship products & where do they live? Once you learn how your customers are, and are not shopping you have opportunities to influence change. Perhaps a promotion or other incentive will help your customers change their habits. Maybe targeted marketing can help your customers understand options they did not know existed. If you offer same day delivery, how can that be adjusted to improve the customer's experience?

Any of the data tables can be exported to work with the data outside the dashboard. Do this by clicking on the 3 dots at the top right corner of the widget, choose Download and export an image or file.  The recommended file type for a spreadsheet is CSV.