Superstore Sales & Customer Analysis Dashboard (Tableau Project)

Project Overview

This project focuses on building interactive dashboards in Tableau to analyze Superstore sales and customer performance. The dashboards provide decision-makers with insights into sales growth, profitability, customer behavior, and product category performance.

The solution is designed for retail and FMCG organizations that rely on large volumes of sales transactions and customer interactions. By leveraging advanced data visualization, the dashboards empower managers to track KPIs, identify profit-driving categories, and monitor customer loyalty patterns.

Dashboard 1: Sales Analysis

Key Features

• Total Sales, Profit & Quantity

• o 2023 achieved $733K in sales, $93K profit, and 12,476 units sold, showing significant YoY growth (20.4%, 14.24%, and 26.8% respectively).
• o Trend lines highlight highest and lowest months, enabling seasonal sales analysis.

• Sales & Profit by Subcategory

• o Copiers, Accessories, and Phones are top-performing categories.
• o Tables show losses, signaling potential pricing or cost issues.
• o Enables category-level margin optimization strategies.

• Sales & Profit Trend Over Time

• o Weekly trends reveal fluctuations in both sales and profit.
• o Highlights periods where sales volume increased but profit lagged, useful for identifying discount impact or cost spikes.

Retail managers can use this dashboard to optimize product mix, detect loss-making categories, and adjust sales strategy (e.g., increasing promotions on profitable categories while reducing discounts on low-margin ones).

Dashboard 2: Customer Analysis

Key Features

• Customer Growth & Value

• o Total customers: 693 (+8.6% YoY).
• o Average sales per customer: $1,058 (+10.8% YoY).
• o Transactions per customer: 1,687 orders, showing a 28.3% rise from last year.

• Customer Distribution by Number of Orders

• o Majority of customers place 1–2 orders per year.
• o A small segment (5+ orders) represents loyal, high-value customers.

• Top 10 Customers by Profit

• o Customers like Raymond Buch and Hunter Lopez contribute the most profit.
• o Insights can be used to create loyalty programs or priority engagement for top-tier customers.

The customer dashboard supports Customer Relationship Management (CRM) by identifying loyalty tiers, high-value customers, and churn risks. Marketing teams can run targeted campaigns—such as special discounts for repeat buyers or personalized offers for top 10 customers.

Business Impact

This project demonstrates how business intelligence dashboards can:

• • Increase decision-making speed by replacing static Excel reports with live dashboards.
• • Provide real-time insights into customer trends and sales performance.
• • Help businesses grow revenue by targeting the right customers and optimizing product categories.