Atliq Mart's Festive Campaigns Analysis

AtliQ Mart Overview: AtliQ Mart is a big retail company with more than 50 stores in the southern part of India. All 50 stores got into the festive spirit during Diwali 2023 and Sankranti 2024. They put on a huge promotion for their special AtliQ branded products.

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Project‘s Description: AtliQ Mart offered fantastic deals and discounts to make shopping even more exciting during these festive times. We're going to dig into the numbers to see just how successful and fun these promotions were. Let's explore the facts and figures that show how AtliQ Mart made these festive seasons extra special for their customers. Our project focuses on analyzing sales performance data from various campaigns and store locations to derive actionable insights and recommendations for optimizing business strategies. Leveraging advanced data analysis techniques, we aim to uncover patterns, trends, and correlations within the dataset to drive informed decision-making and enhance overall business performance.

Project's Goal: The primary goal of this project is to leverage data-driven insights to optimize sales and marketing strategies, improve product offerings, and enhance customer engagement. Specifically, we aim to achieve the following objectives:

1. Present comprehensive metrics on campaign performance, including total sales, average sales per campaign, and campaign duration.
2. Provide insights into top-performing products during promotions and visualize product categories with the highest sales.
3. Analyze the impact of promotions on different store locations, identifying geographical patterns or variations in sales.
4. Evaluate the effectiveness of various promotion types, comparing the impact of percentage discounts, BOGOF, cashback, etc.
5. Conduct a before-and-after comparison of quantity sold for products to demonstrate the effectiveness of promotions.
6. Incorporate insights from ad-hoc SQL-based reports and address specific business questions posed by senior executives.
7. Summarize key findings and provide actionable recommendations for future promotions.
8. Facilitate a Q&A session to address questions from stakeholders, including the sales director and other relevant personnel. By achieving these objectives, we aim to provide actionable recommendations to stakeholders that will drive sustainable business growth, increase profitability, and enhance customer satisfaction.

Summarized key findings:

Despite similar customer participation, Sankranti campaign outpaced Diwali in total quantities sold, showing a 37% increase.

Diwali campaign drove significantly higher revenue, 38% more than Sankranti, largely due to sales of the Home essential combo product.

Stores in Bengaluru and Chennai dominate the top 10, with STMYS-1 leading in revenue and units sold.

Mysore City presents promising incremental revenue potential, suggesting room for further unit sales growth.

Stores like STMLR-0 and STVSK-4 lag in sales and engagement, requiring additional support.

Cities with more stores, such as Bengaluru and Chennai, exhibit higher customer engagement and revenue. Conversely, cities with fewer stores like Vijayawada and Trivandrum show lower customer engagement and sales potential.

The 0-500 price group accounts for the majority of customers (73%), contributing significantly to total revenue and quantity sold, indicating a strong presence in the budget-conscious segment.

BOGOF promotion type drives the highest Incremental Revenue (IR) and Incremental Sold Units (ISU), highlighting its effectiveness in attracting new customers and boosting sales volume.

Cashback offers (500 Cashback Promotion Type) generate the highest Total Revenue After Promotions despite representing a smaller customer base (7%) and targeting higher-priced products in the 2500-3000 range.

Combo1 drives high revenue despite low customer reach: Although only 7% of customers purchase from the "Combo1" category, it contributes the most to total revenue due to its high price point, indicating its value. However, expanding its reach could further enhance its impact.

The Combo1 product category generated the highest total revenue, followed by Grocery & Staples and Home Appliances. Conversely, the Personal Care category generated the lowest revenue despite having an equal customer base as Grocery & Staples and Home Care.

Different promotion types have varying impacts on revenue generation across product categories. For instance, the "BOGOF" promotion type is highly effective for categories like "Grocery & Staples," "Home Appliances," and "Home Care," driving significant revenue.

The high-value products "Atliq Double Bedsheet Set" and "Atliq Waterproof Immersion Rod" are being offered under a BOGOF promotion, potentially impacting revenue and profit margins due to reduced effective price per unit.

Home Appliances drive incremental sales effectively with the highest ISU percentage of 588, indicating significant potential for further growth.

Despite a relatively lower ISU percentage of 18, Grocery & Staples remain essential products for customers, suggesting the need for optimization strategies.

Top-performing products span various categories, including Grocery & Staples, Home Appliances, and Home Care, indicating broad appeal to customer needs and preferences.

Expanding the range of products within each category can significantly enhance sales and offerings, catering to customer preferences and needs.

The Diwali campaign has a higher average revenue per order compared to Sankranti, indicating potential higher-value purchases during Diwali.

The Atliq_Home_Essential_8_Product_Combo is the top-performing product in terms of average revenue per order, suggesting its popularity and profitability.

Products like Sonamasuri Rice and Farm Chakki Atta demonstrate strong performance in terms of quantity sold per order, indicating consistent demand for essential food items.

Recommendations:

• Focus on enhancing product offerings and marketing in top-performing cities to maximize sales potential.
• Provide extra training and support to underperforming stores to boost sales and customer satisfaction.
• Consider expanding store presence in promising cities like Mysore to capitalize on revenue growth opportunities.
• Continuously monitor campaign performance and adjust strategies to optimize revenue and engagement.
• Consider offering BOGOF promotions as an alternative to traditional discount-based promotions due to their ability to generate positive IR and ISU, attracting value-seeking customers and encouraging larger purchases.
• Explore strategies to further capitalize on the strong market presence in the 0-500 price group, potentially by introducing targeted promotions or expanding product offerings in this segment.
• Allocate additional resources and marketing efforts towards promoting products in the "Combo1" category, leveraging their demonstrated strong revenue potential.
• Consider offering similar combo deals for other product categories to replicate the success of Combo1 and potentially increase average order value.
• Assess the effectiveness of the BOGOF promotion for high-value products and consider alternative promotional strategies aligned with business objectives and profitability targets.
• Conduct a detailed market analysis to identify growth opportunities based on city-specific demand, demographics, and consumer behavior.
• Capitalize on the effectiveness of Home Appliances in driving incremental sales by expanding product range or launching targeted promotions in this category.
• Optimize sales in the Grocery & Staples category by implementing personalized marketing campaigns, competitive pricing, and ensuring product availability to meet customer demand effectively.
• Analyze the composition of the top-performing combo pack to replicate successful strategies and offer similar bundle deals for other product categories to increase average order value.
• Consider expanding the range of grocery products to capitalize on consumer preferences for staple goods.
• Implement bundling options for products within the same category to encourage customers to explore additional items and increase their overall purchase value.