ANLY482 AY2016-17 T2 Group21 : PROJECT FINDINGS

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PROJECTS

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ABOUT US

 

PROJECT OVERVIEW

 

PROJECT FINDINGS

 

PROJECT MANAGEMENT

 

DOCUMENTATION

Mid-Term

Executive Summary

Users

  • One third of the registered users do not make purchases
  • Top 25% of most valuable customers gives 72.52% of revenue
  • On average, customers in the top segment orders 12 times more than bottom tier customers
  • Large growth in offline buyers
    • Due to offline referrals
  • Huge spikes of customers on Sunday and Thursday which corresponds to their weekly collection launches
  • Customer influx during lunch hours and after dinner
    • Influx during lunch is prominent during days of collection launch

Orders

  • Decrease in the average product pricing leads to an increase in customer order size and an overall increase sales revenue generated per order
  • Hypothesis: Dressabelle's customer base is price sensitive

Order Source

  • Organic and referrals are the order mediums for at least 54% of the new customers
  • Email is the most effective medium for generating subsequent orders for repeated buyers
  • Hypothesis: Email is an effective marketing channel for user retention

Exploratory Data Analysis

Understanding User Base

Our team brokedown Dressabelle's user base in three categories:

- Guest Customers (those that purchase without an account)

- Registered Customers (those that purchase with a registered account)

- Registered Users (those that have an account but has never purchased anything)

Userbreakdown.png

Findings: ⅓ of total users do not make purchases


Our team weighted customers according to their contribution towards Dressabelle's revenue.

Customervalue.png

Findings:

1. Top 25% of most valuable customers gives 72.52% of revenue

2. Top customers on average orders 12 times more than bottom tier customer


Understanding User Growth
Userreg.png

Findings:

1. Huge growth in 2013-14

2. Large growth of non-buyers in 2016, possibility due to offline referral

Regbyweek.png

Findings:

Huge spikes of customers on Sunday and Thursday, which corresponds to weekly collection launches


Regbyhour.png

Findings: 1. Customers influx during lunch hours and after dinner

2. Influx of customers during lunch is prominent during collection launch days


Understanding Revenue
Revenue.png

Findings: 1. Sales tends to peak in May

2.Sales pattern in 2016 did not follow the usual sales trend