References
Sportega
E-commerce
Retail
Products
products under control and in new contexts
data sources in 1 place
in 6 European countries
greater visibility of margins thanks to product margin calculations
Which goods or services generate the highest margin for you? Which, after accounting for all costs, are unprofitable? If you have a few dozen products, you'll find the answers easily and probably manage with a few spreadsheets. The problem arises, however, when you have several thousand such products – moreover, scattered across various e-shops and brick-and-mortar stores in several international markets. And that's precisely the case of the online store Sportega, for which we helped organize, connect, and visualize all business and marketing data to gain a deeper understanding of its business.
Czech sporting goods retailer Sportega operates several e-stores and brick-and-mortar stores in 6 European countries and boasts an annual turnover of over 500 million CZK. Its portfolio includes thousands of different products and services across dozens of categories and sub-categories, which are also managed by a team of sales managers responsible for selling each part of the range.
The need to stay on top of this dynamic system led the client to questions and new requirements that needed to be addressed:
In order to tame disparate data and turn it into useful information, we had to start with the creation of a data warehouse due to the complexity of our product range and multiple countries of operation. How did we proceed?
We first had to clean up the data from a variety of sources, from the e-commerce transactional database to the accounting system to the various price lists and tariff sheets for the carriers in each country. What do you mean by that? In order to work with data in the long term, it needs to be named, organised, linked, understood and verified. Once we completed the validation phase, we were able to put all the data in one place, the data warehouse, where it is ready for further processing.
In an organised data warehouse, we were able to set clear rules of operation for all the data, give it a staff culture, set up the different processes, link them together, and define basic metrics.
In Power BI, we connected to the new data warehouse and created clear reporting according to the requirements of each department. Today Sportega works with online reports from sales (turnover, margins, cancellations, returns, cover allowance,...), marketing (PNO, PNM, costs) and logistics (warehouses, efficiency of logistics processes, costs, etc.).
Managing Sportega's extensive product portfolio is much easier and more efficient after implementing business intelligence reporting. The profitability and recoverability of individual items or groups in the range can be more accurately determined, across all 6 markets and in real time. It is easier to identify products that are not selling profitably after accounting for marketing, logistics and payment costs. The client also now has a detailed overview of the products that generate the most margin.
Because of easier access to this information, Sportega's e-shop can react quickly and agilely to market developments, instead of evaluating trends retrospectively, when it is often too late to act.
6 markets clearly visualised in one place
and real-time data seen in context
and their effective data-driven management
thanks to information updated on a daily basis from all sources
at the level of individual products, categories and brands
and improved transactional economics of the business
resulting from more accurate identification of the recoverability or marginality of individual products
allowing it to be managed effectively based on data instead of assumptions
for future seasons thanks to reports that include sales forecasts
"We have easy access to all the reports: we can literally click on what we need at any time. We've made evaluation a daily routine. It's a big change for the better for all our departments. We've learned to think data-driven and act in real time."
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