Driving Growth: Analyzing Adidas Sales Trends for 2020-2021
Sales
This analysis aims to obtain insights into Adidas sales in 2020 and 2021, in terms of total revenues, quantities sold and transactions, but also in terms of the preferred product of each gender. In addition, total revenues are evaluated according to state, region, day of the week and month of the year.
Through the interactive dashboard, by applying the specific filter, it is possible to have a clear view of the difference between the two years. Additionally, it is also possible, at the same time, to filter the information according to the sales channel, the month of the year and the type of product sold.
GOAL
The purpose of this analysis is to find valuable information about Adidas' sales in 2020 and 2021, in order to perform actions to increase sales.
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Which product contributed more to revenue?
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What gender contributed more to revenue?
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To which state should more products be sent?
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What is the top Region and Sales Channel?
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What is the peak month of 2020 and 2021?
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What is the weekday with the most revenue?
RESULT
Given the results of the analysis, some ideas can help put into perspective what the brand's following actions should be regarding the marketing and sales sections.
If on one hand, it has been proved that the investment made by the brand in the transition from 2020 to 2021 was successful, there is still a chance for improvement.
In this sense, the brand should invest more in the Online sales channel since it allows for higher revenues as well as marketing strategies for the days at the end of the week (Thursday and Friday), which are the weekdays that provide more income. In terms of states, more products must be sent to the South Region, especially in the second half of the year, and diversity enhancements must be made in the Man Street Footwear products and Women Apparel section.
INSIGHTS
Online shop is the shopping channel that contributed more to the brand's total revenue, in both years, with $45M of total revenue, more than 900K items sold and around 5000 transactions.
Outlet and In-store had almost the same income with total revenues of $39.5M and $35.7M, respectively.
The total revenue in 2021 was $95.9M while the total revenue in 2020 was $24.2M.
In 2021 the channel that generated the most revenue was Online while in 2020 it was the Outlet channel.
The weekday with the most revenue was Friday in 2020 ($9M) and Thursday and Friday in 2021 ($16M).
In both years, the West Region provided the most income. California, New York, Nevada and Florida were the states that contributed the most to the total revenue in the first half of the year, around 35%. In the second half of the year, Texas, Florida, Alabama and South Carolina contributed around 25% of the total revenue.
In both years, males were the gender that provided the most revenue (54%), while females just provided 46% of the total revenue. Regardless of the sales channel, males purchased more Street Footwear products contributed with an income of $27.7M, while females consumed more Apparel products in a total of $23.9M.
