Category Review

Dog & Cat Shampoo & Conditioner

Overview
• Sales Comparison by brand for 2017 vs 2018
• Sales Contribution
– By Revenue
– By Margin
• Sales Report per SKU
– Average Monthly Sales
– Contribution
– Percentage Growth
• Recommendations
Sales Comparison By Brand
Sales Contribution By Brand
Sales Contribution By Brand
Sales Report by SKU

Out of 170 Total SKUs, 34 items belongs to top 20% as per sales which needs to
be monitored & ensure that stocks are always available.
40 SKUs are for review for deletion because there’s no sales growth nor margin
growth.
27 SKUs are slow sellers. These are items with less than 6pcs sold monthly, with
no contribution at all.
35 SKUs are potential items with drastic growth in sales & margin.
Rest of 34 SKUs left are for review which can be must-haves.
Comments & Recommendations:
o Offering too many choices can drive more visits to the website, but it doesn’t mean it will
drive more sales as this often give customers get into a state of “choice overload” that
sometimes left with no choices at all.
o Instead of giving so many options, we can concentrate on our top sellers which comprises of
20% contribution by sales (revenue) & by margin, but of course, completing the range by
offering few “new items” occasionally.
o Apart from our “bread & butter” on this category, we can also maintain a few “must haves”
like our potential items.
o For Slow Sellers, we might do promotions in order to boost sales, as well as product
information through advertisement. We can use the social media like instagram & facebook
to give customers product information to get them educated about the benefits of our new
products.
o Review for deletion doesn’t mean we need to delete the items straight unless otherwise it’s
an aging & non moving stocks. We should check and consider other details like price, and it’s
use.
o Sell-through rate is also important in reviewing SKUs, as sometimes sales report will show
sold only 1pc but if it was sold on the day it was posted with only 1 pc inventory for example.
o It will also be helpful if raw data will have the available SOH to see the coverage of each SKUs
sold.