Supermarket Data Analysis
Analyzed customer demographics, best-selling products, and marketing channel effectiveness to provide data-driven recommendations for a global supermarket chain.
Client
Supermarket
Tools used
Excel, SQL, Tableau
Skills
Data Cleaning,
Exploratory Analysis,
Data Visualisation
2Market is a global supermarket which sells products online and in-store. In particular, 2Market wanted to understand:
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The demographics of their customers
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Which products seem to sell the best and if that varies based on demographic
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Which advertising channels seem to be the most effective
Customer Demographics
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Highest number of customers are from Spain, followed by South Africa and Canada
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30% of the customers fall within the age group of 45-55, with a positive correlation between age and income.
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The highest income earners are typically aged between 45-50.
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It is observed that 65% of the customers are married, and 52% have no children or teenagers, suggesting a significant portion of the customer base consists of couples without dependent children.
Best Selling Products
Key Findings:
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Instagram leads conversions in Spain, while Twitter is effective in Canada and Germany.
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Bulk mail performs well in South Africa.
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Higher conversions occur in the 70K to 80K income range, favouring Instagram and Facebook. Twitter shows success in the 40K-60K range, with limited engagement at lower and higher incomes.
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The 46-55 age group engages most, favouring bulk mail and Facebook. Young adults prefer Instagram, while seniors engage heavily with Facebook.
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Online visits: 11,777 (77% conversion); In-store visits: 12,847 (59% conversion).
Implications:
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Use Instagram for Spain, Twitter for Canada/Germany, and Bulk mail for South Africa.
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Align advertising with preferred channels among different marital status groups.
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Personalise outreach for different income brackets to maximise engagement.
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Focus marketing efforts on preferred channels within each age group for maximum impact.
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Opportunity to optimise in-store strategies for higher conversions
Effective Advertising Channels
Key Findings:
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Instagram leads conversions in Spain, while Twitter is effective in Canada and Germany. Bulk mail performs well in South Africa.
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Higher conversions occur in the 70K to 80K income range, favouring Instagram and Facebook. Twitter shows success in the 40K-60K range, with limited engagement at lower and higher incomes.
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The 46-55 age group engages most, favouring bulk mail and Facebook. Young adults prefer Instagram, while seniors engage heavily with Facebook.
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