Building a bespoke BI dashboard to analyse Nutriment’s business performance drivers.

The company.

Nutriment is an award-winning raw pet food company. The brand sells dog and cat food online and through over 600 stockists across the UK.

The challenge.

We work closely with marketing agency IDHL. They approached us with a challenge: their client Nutriment was keen to understand sales drivers and customer behaviour, including how to use this data to drive more efficient and effective marketing spend.

Like many retailers, Nutriment didn’t have a holistic approach to measuring customer data and behaviour. We were tasked with helping to answer questions such as:

• How do new customers behave? How soon till they go on to make further purchases?
• How frequently do customers shop with Nutriment?
• What do customers buy?
• How many items do shoppers buy in a single transaction?
• Do customers reliably shop the same categories each time, or different categories?
• How does the current year compare to previous years?

Nutriment also wanted to understand why they were seeing certain sales trends. Had they attracted more customers, or were existing customers buying more frequently? Were higher value products being purchased within specific categories?

The solution.

Nutriment’s needs are easily addressed by our AI-powered decision intelligence software.

We started by ingesting Nutriment’s anonymous sales data into HyperFinity, then our team spent time structuring and analysing it. We segmented Nutriment’s customers so they could better understand their sales data and determine which customer groups’ behaviour had changed.

The resulting interactive BI dashboard displays year-on-year customer, product and sales data. It features new and lapsed customers (including trade versus non-trade); categories; products, and shopping missions. Using the dashboard, Nutriment can analyse what’s driving change – such as growth, decline, or on-target performance – and drill down into the why and how.

The results.

Nutriment’s internal analytics and commercial teams can access their BI dashboard on demand. It refreshes automatically each month, so they can easily make data-driven decisions based on real-time business insights.

In addition to this, our team creates a monthly bespoke analysis which highlights trends and areas of most importance.

The dashboard has highlighted clear opportunities for Nutriment, for example:

• The need for a new customer retention strategy.
• Openings for new product development and/or product price changes.
• An updated definition of lapsed customers for a better brand experience.

Without a sales drivers dashboard, this insight would have been unavailable to Nutriment.

What’s next?

A BI dashboard empowers retailers with a complete picture of customer behaviour, driving great retail decisions.

We’re continuing to work closely with Nutriment on marketing and loyalty projects, including a nurture campaign focusing on growing customer loyalty.

Ready to find out what’s driving sales in your retail business? Contact us to chat about your needs.