Olabi Sutras
Retail Root Cause Analysis: Understanding Why Sales Changed
A change in sales is often the first signal that something in the retail business has shifted. Sales may suddenly decline across a group of stores, while a particular product category may unexpectedly begin outperforming others. The numbers clearly show what happened, but they don't necessarily explain why it happened. Was the decline caused by lower footfall? Were customers visiting but not converting? Did key products go out of stock? Did pricing change? Was there a new competitor in the market? Or did a promotional campaign change customer demand? For retailers managing multiple stores, products, and channels, answering these questions [...]
