2024
National FMCG Dunnhumby Retail Sales Dashboard
Challenge
The business faced immense complexity in managing thousands of SKUs distributed across a national network of 500+ stores. With such breadth, the precision required to drive growth had outgrown their legacy systems. The challenge was to replace these with acentralized, intuitive, and highly interactive sales dashboard that could serve both macro-level commercial reviews and granular, SKU-by-store insights. This solution needed to provide top-line visibility for executives while offering the deep, bottom-up drillability required by field and category managers to make agile,data-driven operational decisions from head office to the coal-face.
Solution
Utilising Dunnhumby data, two comprehensive dashboards were developed. The first, a National Sales Performance dashboard, highlights KPIs from category to SKU level. It is filterable from region down to individual stores, allowing for truly dynamic data analysis. Interactive tables and price/volume charts enable sophisticated time-period comparisons to identify sales patterns, promotion effectiveness, and performance drivers.
The second is a Distribution Dashboard featuring the same dynamic filtering capabilities. This tool is designed to identify ranging gaps and quantify the missed revenue opportunity at store, category, and regional levels. By surfacing these insights, the dashboard helps teams prioritise the highest-value opportunities to close distribution gaps and recover lost sales.
Impact
Dynamic Drill-Downs: Connects national summaries directly to granular SKU-by-store detail, enabling precise, localised action.
Promotion Effectiveness: Visual overlays reveal clear links between sales, pricing, and promotional events.
LIVE Insights: Automated weekly refreshes ensure the latest insights are always at the fingertips of decision-makers without manual intervention.
Unified Adoption: Now the "single source of truth" and go-to insights platform for strategic leaders, customer/category teams, and field managers.
Revenue Recovery: Empowered teams to prioritise and resolve the highest-value distribution gaps by identifying missed sales at the SKU and store level.