Demographic Selection

About this Dashboard
 

What Is It?

This dashboard is designed to provide you with insights into the shopping behavior of specific demographic groups in your store. You can select a single demographic group based on gender, age group, or a combination of both, and explore the visualizations below to gain a deeper understanding of their shopping habits.
 

As an example, let's consider building a promotion targeted at our female shoppers. We want to uncover how female shoppers discover our stores, which channels influence them, what categories or brands they prefer, and their sensitivity to discounts on certain items. Our Marketing dashboards collectively tell a story about this use case, including this one, where we can dive into specific cohorts to understand their trends better.
 

Using the filters at the top, I've selected "Female" for Gender and all age groups. The data below will analyze all data related to our female shoppers over the last 90 days.
 

Sales and Market Share of Selected Demographic Group

This visualization displays sales figures and the percentage of total daily sales associated with the filtered selection. Below, we can see that revenue generated by females has remained relatively consistent over the past few months, with some fluctuations earlier in the summer.

Top 15 Referral Sources for Filtered Demographics

This visualization presents the referral sources (as entered in the POS system) and their impact on total revenue, average basket size, margin, and customer count for the selected demographic group. Notably, for our female shoppers, while Leafly has brought in the highest revenue, Yelp referrals are associated with a higher average basket size and greater total gross margin. Although the customer count for Yelp is lower, it may be worth exploring ways to increase Yelp referrals in our next promotion targeting the female cohort.

What Is the Filtered Demographic Buying?

Here, we can identify which product categories females are purchasing that contribute the most to revenue. The top four categories can be considered for building promotions or bundle deals.

Discount Scatter Plot

Lastly, this visualization illustrates the relationship between gross margin and average discount for specific categories. We've narrowed down the focus to the four categories that generate the highest revenue. Notably, edibles have the lowest average discount when purchased and the highest gross margin. Exploring bundle deals with edibles and other categories, such as flower (which has generated significant revenue), could lead to larger basket sizes.

For further insights when planning promotions, you can explore other dashboards under the Marketing module, as well as Category Basket Analysis, Product Purchase Behavior, and Demographics by Hour.