What is sales analytics. Store sales management - how to track and analyze sales data? Conclusions and development trends of the Internet market in Russia

Hello! In this article we will talk about the analysis of the company's sales volume.

Today you will learn:

Why is it necessary to analyze the sales volume of an organization;
How to conduct sales research;
What methods of analysis of sales volume exist.

Purpose of sales analysis

Volume of sales is one of the most important performance indicators of a company. A change in this indicator in one direction or another may indicate changes in market development trends, shortcomings in the work of the organization, which, in the absence of a timely response, can lead to serious problems. In order to avoid “unpleasant surprises”, it is necessary to regularly monitor the sales of your company.

In addition to preventing possible problems, sales volume analysis solves the following tasks:

Allows you to get information on the basis of which the manager can make an effective management decision (both tactical and strategic);
Identifies "profitable" and "unprofitable" products in the company's product portfolio. Allows you to make the right decision about the development or withdrawal of the product from the range;
Allows you to evaluate the performance of your company's departments, for example, department or sales;
In many respects determines the marketing policy of the company;
Helps.

If you face at least one of the listed tasks, you should monitor sales.

The market today is developing very rapidly. New brands are emerging, old products are being replaced by new ones, and the consumer is becoming more and more demanding. It is these factors that determine the frequency of analysis of product sales. Experts recommend monitoring changes in your company's sales at least once a month.

The main stages of analyzing the company's sales

Before we start learning how to analyze a company's sales volume, it is necessary to consider the main stages of this process.

Sales volume analysis- one of the types. Unlike market analysis, when studying sales volume, only secondary intra-company information is used. Gathering this information constitutes the first step in the sales analysis process.

The second stage is the definition of indicators for analyzing the effectiveness of the company's activities. We will analyze them in more detail when considering specific analysis methods.

The third stage is the analysis of the collected information and the evaluation of the result.

The fourth stage is the identification of influencing factors.

Types of sales volume analysis

Depending on the purpose, the analysis of sales volume can take the following forms:

Analysis of the dynamics of sales volume. In this case, our task is to determine the change in the company's sales compared to the previous period. This type of analysis is necessary for the timely detection of changes in market trends, as well as the search for problem areas in the work of the organization;
Structural sales study is carried out to justify management decisions regarding the product range of the company. If you sell only one type of product, then there is no need to carry it out;
Control analysis of sales volume. It is carried out to compare the planned indicators with the actual ones. Needed to take corrective action in a timely manner. It is carried out more often than others.
Factor analysis implemented after any type of analysis of sales volume. Allows you to determine the factors of the internal and external environment of the organization that influenced the assessment indicator.

Each of the presented types of monitoring has its own toolkit. Let's get to know him.

Sales analysis methods

Before proceeding to the study of sales analysis methods, it is necessary to get acquainted with such a concept as KPI, since the same method can be based on different KPIs.

KPI - performance indicators of the company.

When evaluating the company's sales volume, we will analyze various indicators, depending on the type of analysis.

Methods for analyzing the dynamics of sales volume

This type of analysis will allow you to assess development trends. You can conduct both complex research and research on individual product categories.

As a result of the analysis, you will receive an increase, decrease or stagnation of the indicator for which the assessment was made, compared with the previous period.

As part of the assessment of the dynamics of sales volume, it is necessary to carry out the following types of work:

Analysis of the dynamics of the company's profit - compare revenues for the current and previous periods. Sales volume may increase and revenue fall. This is possible, for example, when the price of a product decreases;
Sales Uniformity Assessment. There are seasonal goods, the demand for which needs to be stimulated during unfavorable periods. To identify seasonality will allow the analysis of the uniformity of sales. To do this, plot the volume of sales over several seasons (you can take a year, but do not forget to take into account the impact of changes in product prices, discounts and other incentives) and see in which periods there was a significant increase and decrease in sales (several times). If such fluctuations are observed, then you need to think about sales promotion during unfavorable periods.

Methods of structural analysis of sales

Based on the results of structural analysis, the manager makes a decision to develop or eliminate the product, to expand or expand the range. Let's look at the most effective methods of structural sales analysis.

ABC analysis.

This type of research is aimed at assessing the value of each product in the company's product portfolio. The value of a product is determined by the amount of profit that the product brings to the common piggy bank.

According to ABC-analysis, the entire range of the company can be divided into three groups:

Group “A”- products that bring the greatest amount of profit;
Group “B”- "middle peasants", they are not so valuable for the company, but still in aggregate they bring a fairly large amount of profit;
Group “C”- a heavy burden of the company, these products bring a very modest income.

With the help of ABC-analysis, it is possible to determine the value of product categories not only by the amount of profit, but also by the share of categories in the product portfolio.

The numerical boundaries of each group are presented in the table.

Please note that this table displays the Pareto principle. The Pareto principle says that 20% of the products bring the company 80% of the profits.

At the same time, with the help of ABC analysis, it is possible to evaluate the contribution of not only individual products to the company's profit, but also the value of suppliers, buyers, distribution channels, and analyze production.

Stages of ABC analysis:

Definition of the object of analysis: product, suppliers, buyers, distribution channels or other;
We determine the KPIs by which the object will be evaluated. It does not have to be revenue or the share of a product group in the product portfolio (or the share of deliveries, purchases, sales, depending on what you are analyzing), you can take the volume of sales, sales or any other financial results as an indicator for evaluation. It all depends on your goal;
We collect information for each KPI, determine the share of each object, calculate the indicator on an accrual basis and rank the objects;
We fill the groups, draw conclusions.

At the same time, if any products of your assortment fell into the “C” group, this does not mean that you definitely need to get rid of them. This can lead to the loss of an entire segment of consumers.

Particular attention should be paid to products that fall into category “A”, since if consumers are dissatisfied with the quality of products in this category, the company will lose a large amount of profit.

Let's see how ABC analysis works using the example of a McDonald's restaurant product line analysis.

Nomenclature groups or product names	Sales volume, mln. pieces	Share in sales volume, cumulative total, %	Profit volume, million rubles	Cumulative revenue	Group
Sandwiches	5,184	20	522,08	24,8
Potato	3,856	35	306,216	39,4
	3,791	49	305,216	53,9
	3,452	62	236,16	65,2
	3,279	75	229,53	76,1
	2,532	84	221,76	86,6
Milkshakes	2,356	93	200,26	96,2
	1,722	100	80,564	100

As we can see, the most profitable products of the company are sandwiches, potatoes, sauces and drinks. These product lines should be expanded.

Desserts and sets fell into group “B”. If desired, these products can be transferred to the “A” category through active promotion and product quality improvement.

Break even.

It is necessary in order to determine the minimum volume of production that a company needs to sell at a certain price per unit of production so that the sales income covers the full costs of the enterprise. This method of analyzing sales volume is indispensable when introducing a new product to the market.

In order to build a break-even point, the following data is required:

Product cost (average check);
Sales volume for the period;
fixed costs;
Variable costs;
Complete sales;

Stages of building a break-even point:

Draw a coordinate system. The “x” axis is called the “number of purchases”, and the “y” axis is called “revenue”.
We build two straight lines: product turnover (y=cost*x) and total costs (y=volume variable costs*fixed costs).

The intersection point of these two lines is the breakeven point. On the x-axis, you will see the minimum amount of production that you need to sell in order not to work at a loss.

Profitability analysis.

For the company's existing products, cost-benefit analysis should be carried out. This will allow you to timely calculate products that are no longer profitable.

And if you compare the profitability of your products with the profitability of identical competitor products, you can identify the strengths and weaknesses of your company's product portfolio.

Control analysis of sales volume

Control is carried out by comparing the planned sales volume with the actual one. If a deviation is detected, it is necessary to conduct a factor analysis and proceed with corrective action.

Factor analysis

You have analyzed the volume of sales and identified a variance. What to do next? It is necessary to identify the factors that affect the indicator, and reduce or eliminate their influence.

To do this, use two formulas that will allow you to evaluate the impact of price and sales volume on the company's revenue:

Volume deviation = (Actual volume - Planned volume) * Planned price. The resulting number is the change in profit (in monetary terms), which occurred under the influence of changes in the sales volume of the analyzed product;
Price Variance = (Actual Cost - Planned Cost)*Actual Quantity. The resulting number is the change in profit (in monetary terms), which occurred under the influence of a change in the price of the analyzed product.

Excel as a tool for analyzing sales volume

Any financial analysis is a rather time-consuming process, rich in mathematical calculations. In the age of high technology, it would be strange to keep records and analyzes on paper. We will not offer you this, because there is an excellent electronic substitute for a paper sheet - good old Excel.

Excel is the ideal tool for sales analysis because:

Provides a quick search for information, just enter the data in the tables;
Automatically calculates complex formulas;
Simplifies the process of analyzing the results by visualizing them in the form of charts (especially useful when conducting control analysis and analyzing the dynamics of sales volume);
Able to build charts (indispensable when building a break-even point);
You know how to work with him;
Even buying a licensed version of the program will not hurt your wallet.

Runet marketers claim that the volume of goods purchased via the Internet is increasing significantly every year. The work of existing online stores and other trading platforms has intensified. More and more users are joining the opportunity to earn money by organization of new stores.

Where did you buy the best-selling products online in 2019?
How to find out which products sell best online
conclusions

And this is quite natural, because over the past decade, Internet technologies have become closer and more accessible. Almost any person in our country has the opportunity to go online and order what he likes there. Many are too busy to go shopping - it is easier for them to buy something on the Internet, especially since it can often be done in a couple of clicks, without getting up and without letting go of a cup of coffee. In addition, an online purchase will be delivered to any convenient place - often for free. So is it worth wasting time on tedious shopping if you can buy everything you need on the Internet? For sellers, online trading of goods is also beneficial, because in this way they significantly save on rent. That is why the number of online stores is constantly increasing.

Where did you buy the best-selling products online in 2019?

Most often, users make purchases through online stores. These include giants such as AliExpress and Amazon, as well as small and medium-sized online stores with a narrower specialization.

Significantly less often online purchases are made by:

on online auctions;
through various web bulletin boards (for example - Avito);
on other resources whose specialization is the sale of products or the provision of various services.

How to find out which products sell best online

In fact, different services provide different data on the volume of online purchases, so it can be quite difficult to establish the truth. The market is constantly changing, and some segments of e-commerce are growing faster than others.

If you want to know how much a particular group of goods is in demand, you can check this using the Yandex Wordstat service. It does not show the number of purchases, but it clearly shows the number of search queries, that is, the number of potential buyers who are looking for this product on the network.

For example, for the query “Clothes Online”, the service shows that more than 20 million people a month search for online stores, of which more than 1.3 million search specifically for online clothing stores.

But 25 thousand people are looking for air tickets online every month, and another 12 thousand want to buy cheap air tickets.

Only 11 thousand people are looking for laptops on the Internet, but given the fact that Yandex Wordstat issues more than 400 thousand user requests for the query “buy a laptop”, many of them will probably use the services of online stores

Another service that helps determine the demand for a product or category of products is called Google Trends. If you enter a position of interest in the search bar, it will show graphs of the popularity of this query through Google searches, as well as other statistics.

True, this service does not show the exact number of search queries on the topic, but only determines the popularity of the query on a scale from 0 to 100

You can specify the request for your country and select the time period for analysis

You can also check popularity by region or city here.

Google Trends also allows you to compare the popularity of two different queries.

With the help of Yandex Wordstat and Google Trends, you can determine which e-commerce niche is the most popular in your area and, possibly, open your own profitable online business. Remember that the volume of online shopping is constantly growing, so even small shop may well bring its owner a decent profit.

10th place - large household appliances

In 2019, large household appliances were bought less actively online, despite the lower prices offered here. As before, people are accustomed to making large purchases in ordinary specialized markets. The main reason is the high cost of the purchase and its size. Buyers tend to buy expensive household appliances with clarification of all the nuances in detail, check the goods before buying for the absence of defects and the completeness of the product. In addition, in the supermarket you can consult with competent staff, ask questions about the operation of the goods.

9th place - tickets

Slightly more often than large household appliances, Internet users in 2019 bought tickets for various events and trips:

concerts and shows;
sports events;
cinema and theater;
railway, auto and air tickets.

Such ways of buying have helped many save time on travel and standing in lines. This method is quite convenient and practical.

On the 8th place - cards for payment for services

Top selling cards:

replenishment of accounts for mobile communications, cable and satellite TV, Internet providers;
payment for software;
to pay for entertainment content of Internet services that sell applications for portable and mobile devices.

The convenience of using these services lies in the ability to make payments from home, sometimes without paying a commission.

7th place - clothes

The demand for buying clothes has grown, you can find any samples, types, sizes of a wide variety of models on the net. But still, for many it is still difficult to buy a thing over the Internet exactly in size and without trying it on. Many do not dare to buy, because they doubt that it will fit.

However, this problem is solvable. Most online stores do not require prepayment - if you do not like the item, you can not take it and not pay. In addition, the buyer has the opportunity to see product reviews left by other customers.

6th place - PO

Software is easier to buy than clothes, it does not need to be measured, it fits everyone. Typically, the purchase of licensed software is made by commercial organizations, government agencies, users who are worried about the safety of their information.

The most popular were:

Windows operating system;
license for anti-virus software;
application packages for Microsoft Office, etc.

5th place - product group for children

This product is more versatile, so buying it online is much easier. The choice of such goods is huge, the prices are reasonable. Children's products are structured, which greatly facilitates their purchase.

4th place - cosmetics and perfumes

The abundance of these goods does not leave women indifferent. In addition, the cost on the Internet is often lower than in retail, and the choice is wider. Facilitates online shopping by reading product reviews and professional reviews.

Perfumes are bought less often and mostly from trusted brands, as it is difficult to buy a new fragrance without using your sense of smell.

Download the free checklist 18 Ideas to Sell on Bulletin Boards Right Now

Top three sales

Third place- for mobile devices: phones, smartphones and tablet computers. This is due to a large selection, reasonable prices, safe delivery and, most importantly, warranty obligations.

Second place occupied by laptops and their accessories. The benefits are the same as for mobile devices. In addition, if some models or components for them may be missing in real electronics supermarkets, then everything is always available on the Internet and delivery is fast.

Top seller and the owner of the first place in the TOP of 2017 is electronics and small household appliances. These products are inexpensive, and the choice is huge: curling irons, irons, vacuum cleaners, hair dryers, meat grinders, scales, razors, etc.

drones and quadrocopters;
LED lightening;
goods for hobbies;
spare parts and accessories for cars;
green tea.

Although they are not included in the TOP, practice shows that you can make good money selling such goods online.

conclusions

What makes a product the most bought online?

Price - most often they buy products whose cost does not exceed $600.
Universal qualities of the product - a large segment of buyers can buy the same product (laptops, mobile devices, TVs, etc.).

Home appliances will be better bought, as they are suitable for both men and women. Basically, this product does not depend on the age of buyers, their build and other characteristics that make a person interested in buying any product.

What makes a product the most bought online?

First of all, this is the price - most often they buy products whose cost does not exceed $600 (we recommend reading the article “ How to organize business with China?».

In addition, the universal qualities of the product matter, when everyone can buy the same product, regardless of gender, age and place of residence. This category of products includes laptops, mobile devices, TVs, etc.

Often, various fashion trends make their own adjustments to the statistics of online sales. For example, spinners and gyroscooters are now in fashion among the younger generation; sometimes certain types of toys or other goods for children come into fashion. If you “catch the trend” in time, you can also earn money on this. But do not forget that fashion is changeable, so the assortment of your online store should include not only fashionable novelties, but also goods that are in stable demand among the population.

According to marketing research, women buy online more than men, but this ratio may vary in different product categories. For example, electronics are more often purchased by men, while clothes and cosmetics are more often purchased by women. In addition, the beautiful half of humanity is more prone to impulsive purchases and reacts more strongly to attractive packaging and enticing slogans. For this reason, sellers often use various marketing ploys to convince women to purchase their product.

As a rule, online purchases are made by young people under the age of 35, living in large or medium-sized cities, with an average or low income. If you want to know more about online stores, as well as other ways to make money on the Internet, you are here: 50 ways to make money online

That one's self-development must begin with study. Sales analysis- this is the first thing a manager must do to effectively influence the result.
Without sales analysis, it is not possible to organize, motivate and control.

Data collection for analysis

Of course, before doing sales analysis we first need to collect the data on which we will work. In sales, there are certain performance indicators (more often called). Each level of management has its own performance indicators. For example, if you are a supervisor or store manager, then most likely you will look at things like turnover, the percentage of accessories and services sold, evaluate the average check and customer conversion. And if you are the head of the branch director level, then you will be more interested in revenue per square meter,. For a business owner, net profit and the payback period of investments are important. These are just rough examples, but they show how much KPIs vary depending on the level.

Therefore, as a manager, you need to create a list of those KPIs by which you can measure the effectiveness of your subordinates. Also for implementation sales analysis must be compiled.

Definition of normative KPI indicators

In order to analyze sales results you must have formed, on which you can rely in the assessment. Where can I get them? Some can be found in the public domain, for example, the average check data can be easily found on the Internet, since this is open data that companies declare during annual reporting, to make sure of this, I opened a search engine and, using the search phrase “Lenta store average check”, immediately found open data for 2012 - 1061 rub. Some KPIs are well-known and do not change, for example, the conversion of a home appliance store is about 30%.

So, for example, I have the task of developing KPI for a mobile phone store that I just opened. Nearby there is a cellular communication salon competing with us. We go there in the morning and buy something, we perform the same operation in the evening. We do not need purchases, but receipts from this store. Numbers are written on them, by simple subtraction we can understand how many purchases were in this store for that day. The average check of the salon is about 2500-3000r, you can google it and find out more precisely, of course, the salon on the Arbat and the salon in Tver will have a different average check. We multiply and get the average revenue per day. But this is not enough, we still need indicators for accessories and additional services (payment for cellular communications, sales of SIM cards, etc.). It all depends on your knowledge, if they are not enough, you can.

Data analysis

So now you have an understanding of what KPIs you will track, you have benchmarks and you have actual indicators. All that remains is to compare and understand what indicators are worth working on. Sales analysis you need to do it all the time, there is a simple rule: the lower the leader, the more often he collects the results and analyzes them. For example, if you analyze the work of sellers, then you need to make weekly slices and you can influence the work of sellers relatively quickly. But for example, it is better to compare the work of a store by months, since it will take different times to raise the average check of one seller and one store. For more correct control and analysis of indicators in sales, the term is often used -.

For sales analysis, use the 2Q1D methodology. 2Q1D - "code" in which a certain sequence is encrypted: two "Q" means Quantity (quantity) and Quality (quality), and one D - Developing (development).

Quantity assumes that in a company, regardless of the area, quantitative indicators are monitored for the daily activity of managers (calls, meetings, presentations, transactions) and the number of leads received. This is the basis of the foundations of any sales, which allows you to maximize the width of the “entrance” to the funnel. However, these indicators are absolutely not “sensitive” to the quality of the process. Therefore, for full-fledged work, you also need to monitor quality parameters.

Quality - an array of quality indicators, monitoring of which makes it possible to influence the "width" of the funnel. The main qualitative indicator of the state of sales is both general and from stage to stage. To increase it, conduct qualitative research such as:

Segmentation of the current customer base by contract size, industry, product
ABCXYZ analysis
Customer migration by category
Measuring the capacity of a counterparty by determining its share in the structure of its purchases

Developing involves expanding the business through new channels and products. You build new funnels, track the average cost per lead.

Sales Analysis: Key Reports

Sales Analysis: Electronic Board

This report is important for analysis because it contains basic information about the situation.

Items that an electronic board should contain:

Percentage of completed tasks for the current date

Plan for the current date = number of working days x number of days worked

Percentage of the plan completed = Actual on the current date / Plan on the current date

If there is some kind of seasonality or specialization, then there should be a link to the days. For example, retail business is characterized by days of especially active sales (weekends) and normal mode (for weekdays). Then you need to evaluate the work of sellers in shifts.

The main mistake that is made in the analysis at this stage is when the fact that the plan is completed on the current date is divided by the monthly plan, and not by the current date. As a result, incorrect data is obtained. Since at the beginning of the month they always buy worse, and at the end of the month the indicators even out. Therefore, if you need to carry out an analysis on the current date, then divide the fact of execution exactly by the date you are interested in.

How much money came
How much is left to sell before the end of the week to meet weekly goals

A very convenient point for analysis. It is immediately clear how much each manager needs to get to complete the tasks.

Monthly plan

Please note that for new employees it should be less. This is a completely normal practice in many companies.

Days of the month
How many days have passed (including this week)
Plan until the end of the week on a cumulative basis
Number of days elapsed, including today

This table can be made both in Excel and linked to the 1C, CRM program. Delegate the function of filling it out to managers so that they enter data upon receipt of money.

Ask your department head to send you this report daily. With it, you can not only conduct an analysis, but also influence the current situation in time: regulate the submission of applications to managers, influence each figure so that all managers can reach the required indicators in time.

Sales Analysis: visualization of results for the entire department

In addition to the fact that there is an electronic reporting form, you should have a real board in your office on which managers write down their results.

We strongly recommend using both electronic and real board formats. When analyzing, you yourself will be surprised how much a real board affects the result. Recording your own results creates certain emotions for managers as well. Of course, if we evaluate not the work of a call center with 150 employees. Only in this case this advice is not appropriate.

Sales analysis: we analyze the payment plan

Tasks for payments for the week and tomorrow should be set in advance, and not at the beginning of the week or day. For example, on Friday of the previous week and the night before.

This allows you to analyze at a calm pace and makes it possible to restructure tasks for the current situation.

Despite the frequent resistance of managers, it is important to fill out such reports. This allows you to do an analysis in terms of achievements / expectations.

Example of a weekly payment plan:

Manager
Client
Client's annual turnover
What does the client do
- Product
- Rate
- Sum
- When will pay
- Link to client
- A comment

In retail, only large checks for regular customers can be planned.

An example of a payment task for tomorrow:

Link to CRM
Amounts
The product's name
Addresses, etc.

Sales analysis: unloading from CRM

In the CRM system, you can make automated settings for sales analysis. But before you do, ask yourself if it's right for you.

Because the main problem with an automated report is that sales managers do not always log into the system to view it.

And if this report is available in Excel format, the manager has the opportunity to look at the situation and analyze sales personally. This is what he has to do on his own every day.

Sales analysis: measuring the "potential" of the buyer

The potential of the buyer must be measured in order to understand to whom and how much you can sell. Sales analysis methods allow you to find out. As a result, you do not waste time on "low capacity" clients. And at the same time, you increase the regularity of shipments and the average bill with counterparties with high purchasing potential.

To understand what potential the buyer has, it is necessary to calculate the penetration rate. Under the unusual word "penetration" refers to the share of your products in the total purchases of the client. Measuring this share is one of the basic sales analysis methods for any business.

Determining the share is done in 2 steps.

1. You survey all regular customers by asking them the following questions:

“How much do you buy the same product from other companies?”
“What else do you buy elsewhere that you could buy from us?”
“What needs to be done so that you buy more from us?”

Get ready to receive information about no more than 60-70% of your current base. Many will simply "get away" from the answer. Therefore, in the future, statistical methods of sales analysis should be connected.

2. You need to analyze yourself or order a market research from a third-party agent. So you will understand exactly what its real capacity is, how many participants operate on it, what niches are still free, etc.

Sales Analysis: Researching Customers and Products byABC XYZ

Sales analysis methods based on the current base allow you to track such indicators as the regularity and volume of shipments. They are important because they are the main indicators of business development.

True, fixed in isolation from any benchmarks, the regularity and volume of shipments for each client are not informative. Therefore, when measuring them, it is customary to use such sales analysis methods as ABCXYZ-research and customer migration from category to category.

The ABCXYZ current base study is a sales analysis method that assumes 3 volume categories and 3 regularity categories. Moreover, these categories can be measured not only by the volume and regularity in the context of the buyer, but also in the context of each article - a unit of production.

ABC group:

A - purchased in large volumes
B - is acquired in medium volumes
C - purchased in small volumes

Group XYZ:

X - purchased regularly
Y - acquired (s) irregularly
Z - bought once

As a result, 9 groups of contractors/products are formed at the intersection of these criteria. Then do 4 steps.

1. Thoroughly study the characteristics of AX, BX are your target customers/products. They are most likely no more than 20%, but they give 80% of the profit.

2. Work with loyalty on CX, AY, BY - they have the potential to move to the top categories AX, BX.

3. Pay close attention to what AZ buyers say. They will give you the most valuable recommendations.

4. And it is better to refuse to work with products and clients that are in the BZ, CY, CZ categories. You spend more than you earn on them.

Sales Analysis: Customer Migration by CategoryABC XYZ

Once the picture is clear, move on to the next method of sales analysis - track the migration of customers and products from category to category and the dynamics of this process.

For this, 4 methods of analyzing sales of the entire mass of current customers are used.

Analysis method 1: migration by buyers

Fill out the following form in CRM.

Analysis method 2: migration in the context of a manager

You can use this table.

Analysis method 3: change in the quality of the seller's portfolio in terms of shipments by ABC.

According to this diagram, one can judge that things are not going well with the seller Ivanov. The number of customers who purchased through it in large volumes (category A) fell more than 3 times over the year.

Analysis method 4: control of the regularity of purchases by XYZ in the employee's portfolio

Sales Analysis: Determining the Customer Loyalty Index

How well buyers treat you, that is, the level of their loyalty, depends on the volume and regularity of transactions in the current base. In order to understand the degree of their loyalty and influence it, an effective method of sales analysis has been developed - the customer loyalty index (Net Promoter Score - ).

We measure and work with it as follows.

1. We conduct a survey among clients. To do this, we ask 2 questions: “On a 10-point scale, how likely are you to recommend our product to acquaintances / friends / relatives?” and “What needs to be done so that next time you give us 10 points?”.

2. Depending on the number of points given to you on the 1st question, we divide all respondents into 3 categories:

0-6 points - critics. They are definitely disloyal to you. How not to earn from such a negative review. Buyers in this group will never recommend you.
7-8 points - neutral. This group is happy with everything. But they are not included in the category of your fans. They won't say bad things, but they won't recommend them either.
9-10 points - supporters. Truly loyal customers. Sometimes they are also called "promoters", as they actively recommend you to their relatives, friends, partners.

3. Calculate NPS.

NPS \u003d (Number of those who gave 9-10 points / total number of respondents) - (number of those who gave 6 points and below / total number of respondents)

5-10% NPS is an extremely low loyalty indicator. Everything is bad. The company is teetering on the edge. Take urgent action. Such an indicator is considered normal only for a very small number of industries, such as real estate agencies and medical centers.

45% NPS is normal. Things are going well for you. But this is not the time to rest on your laurels, as you are clearly not among the market leaders.

50-80% NPS is the industry leader. Buyers come back again and again. You are at the top of the market. Try your best to hold your position.

Sales analysis:ARC, CRR, LTV– development indicators

Effective business development analysis methods include LTV (Lifetime Value), ARC (average revenue per customer), CRR (Customer Retention Rate).

Such an analysis method as measuring LTV shows how much a business earns from each of its customers during its “life” as a company client.

LTV=S*C*P*T

S - average check;

P - profitability as a percentage of the check amount;
T is the average number of months that buyers remain active).

ARC=S*C*P

S - average check;
C - average number of purchases per month;
P - profitability as a percentage of the check amount.

Always keep track of something as simple as CRR. This is the customer retention rate. It shows how customers come or go. Its positive change by 5% can give an increase in profit up to 25-95%. Such a correlation was noted in studies by scientists at the Harvard Business School.

CRR = ((E-N) / S) x 100

E - the number of buyers at the end of the period;
N is the number of new customers acquired during this period;
S - the number of buyers at the beginning of the period.

Sales Analysis: Key Features of CRM

The main trend in the field of increasing sales is the automation of business processes. This not only reduces errors, minimizes the so-called human factor, but also helps to analyze the situation.

Tip number 1, which we do not get tired of repeating: for sales growth, the implementation of CRM is necessary. In this case, key functions must be configured in the system. One of them is the automatic entry of each transaction in CRM at the time of the first contact. It is important that each potential client immediately enters the system, and not managers decide whether to start it or not. If this feature is set up, you will be able to analyze sales based on real traffic data.

Also, the function of robotic lead distribution should be set up in CRM, depending on the history of communication with the client. That is, the system should see which of the managers worked with whom. In addition, CRM should automatically distribute "warm" and "hot" leads between employees, depending on their qualifications.

Among the typical mistakes that prevent getting an objective sales analysis are the following:

1. Work in CRM is carried out from the counterparty, not from the deal. In the first case, you have at your fingertips, in fact, a contact book. If the work in the system goes on transactions, then you can track how the client moves along, at what stage he is “stuck”.

2. Deals use the “Thinking”, “In progress”, “In progress” statuses, which accumulates customers in the funnel and does not transfer them to the next stages. Get rid of these statuses! Try to immediately identify “extra links” among potential customers, exclude from the list those who will never buy from you. Use informative statuses: “commercial offer sent”, “invoice issued”, “paid”.

3. No CRM integration with the site. In this case, 50% of applications are lost, since managers decide on their own criteria which of the applications is “worthy” of processing.

To analyze sales, you need to know customer loyalty. When auto-dial is set up, the task of compiling an NPS rating is noticeably simplified. By the way, if a company has a periodic product / service sales cycle, then analytics should include such an indicator as the share in the client. It is important to understand how many products the buyer takes from your company, and for which he turns to competitors. There are services that, when integrated with CRM, allow you to organize auto-dialing: the system will transfer the call to the manager when the client picks up the phone. That is, automation helps to use the employee's working time more efficiently: he does not have to dial the number again and again, wait for an answer. Another feature of such services is that the system can record all conversations, which is useful when analyzing sales.

Arranging a meeting, returning lost customers, making a commercial offer - for any stage you need to have the right script. We suggest throwing paper versions into the trash and developing scripts using modern platforms. In this case, you can always analyze how managers use scripts, what mistakes were made, at what stage the client was lost, etc.

3. Listen to 2-3 calls of each salesperson per month and enter the results of wiretapping into the development sheet.

4. Collect for each subordinate his development folder.

6. Control the number of incoming and outgoing calls.

7. Control their duration.

Sales Analysis: Article Key Points

So, let's put the accents and summarize everything that has been said. Sales analysis involves the evaluation of quantitative and qualitative indicators of the sales department.

The basis for the analysis of sales are reports such as the plan / fact of payments for today, tomorrow, a week, reports on payments to fixed points. It is very important to visualize the results of the work of both the entire department and each employee. Do this using an electronic board or simply record the data on whatman paper. The main thing is that the "board" is located in a conspicuous place.

Sales analysis is also related to the assessment of buyer potential - your company's share in customer purchases. Thus, you will have an understanding of to whom and how much you can sell.

Undoubtedly, the ABCXYZ-study of the current one gives great opportunities for making decisions and developing certain actions. Also, do not forget to periodically check the loyalty index of your customers.

We have reviewed the main reports that must be kept for a correct analysis of the situation. Check how you have them set up. Assess how complete the picture you can see thanks to the data that employees provide you.

The report presents the statistics of online stores for 2014 by category, market share, consumer activity, annual turnover growth and other fundamental indicators compared to 2013 data. The trends and dynamics of the development of the online market in Russia last year are characterized, a partial description of the ongoing processes is given. According to the results of research by InSales, the total turnover of funds in the Russian e-commerce market over the past year reached 612 billion rubles. Compared to the year before last, in which this figure was equal to 470 billion rubles, the overall statistics of online stores in Russia demonstrates a 31% increase in turnover. However, compared to 2013, in 2014 the number of closed commercial projects also increased.

General assessment of the market

Despite the colossal amounts of profit turnover in Russian IMs, the growth rate of Internet commerce has noticeably slowed down against the background of the rates that we could observe two or three years earlier. Rising inflation, which shook up the Russian e-commerce market in the last months of 2014, significantly affected the growth of the market, which compensated for the decrease in the number of orders in general. Experts expect this sector of the economy to grow by 25-35% annually, which, of course, is partly due to the inflationary rise in prices. Thus, it is expected that by 2016 the volume of funds in the Internet business will reach 1 trillion. rubles.

Approximate forecast for the next three years in billion rubles:

As part of this study, orders made online and over the phone were analyzed, only sales of tangible goods were taken into account - sales statistics for the digital segment, tickets and discount coupons were not taken into account in the calculations. Orders made both on the territory of the Russian Federation, in domestic IMs, and abroad were taken into account.

Market volumes by product categories for the past year in billion rubles:

The average daily statistics of orders in popular product categories in % looks like this:

Statistical dynamics of the number of purchases in online stores in different categories per day

The most rapid rise in the past year was noted in the category "Clothes and Shoes" due to a significant increase in cheap orders in online stores abroad. The categories of building materials, sports equipment and various equipment were next in terms of order growth.

Regional distribution of the activity of Russian buyers in the e-commerce market

Market volumes occupied by 10 large cities amounted to 71%, which is 1% more than their share in 2013. The distribution is uneven: St. Petersburg increased its share from 9% to 11.5%, the Southern and North Caucasian districts demonstrated active growth. The capital still remained in the leading positions - its share was the same 40%.

The rating of cities on this indicator has not undergone any special changes, however, some cities have changed their positions:

In contrast to the increase in buyer activity in St. Petersburg, some cities showed a decline: the share of Yekaterinburg changed to 4.6% from 5.8% the year before last, the share of Chelyabinsk decreased from 2.5% to 2%. The decrease in the share of the Urals District is due to the low growth rate of the consumer mass, the total number of orders has not decreased.

Statistics of the quantitative change of online stores

More than 100,000 sites with an active "Basket" page are registered in Runet, the number of functioning IMs in which the activity of buyers was recorded was about 43,000 in 2014.

In retrospect for 2007-2014 the picture looks like this:

The statistics of the total amount of purchases in online stores is as follows:

Classification of stores by the total amount of orders placed per day:
Large - over 1000.
Medium - about 50.
Small - from 10.
Micro - up to 10.

Compared to the year before last, in 2014 the number of large IMs (Internet Stores) increased noticeably, which is associated with a general increase in the volume of online commerce in Russia – many IMs are actively developing and expanding. Their average annual turnover also increased. In the micro-shop category, a stratification trend is noticeable - a third of them received almost no orders, but in general, the average annual turnover in this category also increased due to an increase in the number of orders and an increase in the average ticket.

Change in the number of IMs in various product categories

The largest percentage of opening of new IMs in 2014 was recorded in the categories Building Materials, Household Goods, Gifts, and Equipment. On average, in these industries, the number of IM increased by 15-25%, these same categories also demonstrate the maximum increase in turnover in 2014.

The opposite trend (the number of closed stores exceeds the creation of new ones) has been outlined in the categories "Flowers", "Electronic and home appliances", "Computers, laptops". In the category of goods for children, the number of closed projects was almost equal to the number of newly created ones.

IM turnover dynamics

In 2014, the e-commerce market was characterized by the maximum activity of buyers in stores of the categories "Everything for the Home" (60%), "Auto Parts", "Building Materials" (44% each), "Accessories" and "Gifts" (41% each) and "Electronics and Technology" (37%).

In the segments "Mobile phones", "Computers and accessories", "Clothes and footwear" the average turnover increased by 24%, 22% and 21%. It should be noted that the growth in the categories of mobile phones, clothing and footwear fell significantly compared to the statistics of previous years. In the sections "Flowers", "Cosmetics and Perfumery", "Books" almost no growth was recorded.

Conclusions and development trends of the Internet market in Russia

In general, in 2014, e-commerce in Russia "matured" - weak players left the market en masse, small stores disappeared, characterized by increased sensitivity to exchange rate instability or focus on "sanctioned" goods. Large stores are expanding, becoming multi-level - new categories and sections appear, although there are closed projects among the giants. In the category of medium and small stores, competition has become tougher, new market participants are emerging.

This report is based on publicly available data and research from InSales. The calculations took into account the size of the average check, monthly attendance, conversion. We would like to note that in the division of the IM database into categories (43,000 sites) used in the article, an error is possible due to the expansion and multi-categorization of some of the individual projects.

If you have something to say about what you read, we will be glad to see your opinion in the comments.

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