Project Overview

Our client contacted us with the goal of planning actions based on their data to make strategic decisions that would increase their sales.

Project Objective

SAMA's objective was to provide insights that would foster data-driven actions, allowing the client to make strategic decisions that would increase their sales and optimize their customer experience.

Methodology Used

Our methodology allowed us to extract valuable information from the client's sales data.
We used cohort analysis, KPI evaluation, and customer segmentation to identify key areas for improvement and propose specific actions.

Process and Analysis

Cohort Analysis: We grouped customers by the month of their first purchase and analyzed their purchasing behavior over time. This allowed us to identify purchasing patterns and key moments where action makes a difference.

KPI Analysis: We studied key performance indicators, such as the number of products viewed per session, products added to the cart, and conversion rate. This analysis helped us identify bottlenecks in the purchasing process.

Customer Segmentation: We used techniques like RFM (Recency, Frequency, Monetary Value) to segment customers based on their purchasing behavior. This segmentation allowed us to identify the most valuable customer groups and those requiring specific strategies to improve their retention and purchase frequency.

Results Achieved

The project was structured around data collection and analysis, followed by the implementation of strategies based on those insights. This approach allowed the company to identify critical areas for improvement and take concrete actions to increase their online sales. The results include a better understanding of customer behavior and the application of measures aimed at improving conversion rate, cross-selling, and customer loyalty. Together, these actions are designed to drive significant sales growth and ensure sustained business growth.

Identification of Critical Points: We identified several key areas where sales could be improved, such as shopping cart abandonment and low purchase recurrence.

Action Proposals: We proposed 12 initiatives organized into five major areas: increasing views, increasing conversion, cross-selling, purchase frequency, and customer loyalty.

Some examples:

Adjust advertising campaigns to maximize visibility at key times and during important events like Black Friday.

Optimize the homepage by highlighting popular products and addressing products with high cart abandonment rates.

Implement a real-time recommendation system to suggest additional products during the purchasing process.

Create a loyalty program based on RFM segmentation to reward the most valuable customers.

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