Sales Performance Overview
Analysing product sales records for a retail company to identify sales trends, surface top performers, and compare performance by product category and customer region.
Overview
Understanding what sells, where it sells, and to whom is the foundation of any effective retail strategy. This project analyses a retail company's product sales records to surface the trends, category leaders, and regional patterns that should be driving business decisions.
The output is an interactive Tableau dashboard providing sales leadership with a clear, filterable view of performance across product categories and customer regions.
Key Findings
- Category Concentration: A handful of product categories drove the majority of total revenue, while a long tail of categories underperformed relative to their inventory allocation — pointing to potential SKU rationalisation opportunities.
- Regional Variation: Sales performance varied significantly by customer region, with certain areas showing consistently high order values alongside lower volumes — suggesting different pricing or bundling strategies may be warranted by market.
- Trend Identification: Month-over-month trend analysis revealed consistent growth in specific categories alongside declining performance in others, enabling proactive strategy adjustments ahead of quarters.
Methodology
SQL Extraction
Sales records were extracted and joined across product, order, and customer tables using SQL. Category hierarchies and regional mappings were applied during the extraction step.
Python Analysis
Python was used to compute derived metrics — revenue per category, YoY growth rates, and average order values by region — before exporting cleaned data for visualisation.
Tableau Dashboard
An interactive Tableau dashboard was built with category and region filters, trend sparklines, and ranked bar charts — giving sales teams a self-serve analytics tool for performance review.
Explore the Dashboard
Interact with the full sales performance dashboard on Tableau Public.