Developed a Dashboard for a Retail Giant to Evaluate Sales Performance of Various Stores under the Group

Business Challenge:

The largest retail and distribution giants in GCC approached TurnB to develop a dashboard for evaluating the sales performance of various stores under the group. The client also wanted a proper benchmark to evaluate the sales performance of their brand-new store.

They were using an Excel-based heuristic process to measure the sales performance because of which there was inefficient data mining and poor organizational visibility in each store which made it difficult for them in identifying the top/ underperforming areas and its underlying causes.

We collaborated with the client to develop an automated and comprehensive BI dashboard depicting all key metrics to evaluate the sales performance from organizational to category-brand level, in both existing and new stores which will make it easier for the client to highlight the top/underperforming areas and provide a deep dive in those areas to decode the underlying causes. We also helped the client in setting up a proper benchmark.

TurnB Approach:

We identified the data sources for analysis in consultation with the stakeholders and following approaches were done to rectify this problem:

  • Missing values, data discrepancies, outliers, etc were checked. After which the data were extracted, treated, and maintained to ensure the data correctness and better performance of the dashboard
  • For the existing stores, the previous year sales were set as the criteria upon which the current year sales were evaluated and compared
  • For the brand-new store, the month-over-month sales changes of their existing stores were taken into consideration. The client being the largest retail and establishment giant in GCC, this logical benchmarking depicts the current market patterns as well
  • We identified and formulated the key metrics and KPI’s for sales comparison and incorporated metrics in the dashboard that could be sliced and diced with ease from organizational to category brand level
  • The dashboard design and metrics placement were done in an intuitive manner in order to identify the top/underperforming areas and to comprehend the impact
  • Key features of Power Bi like ‘Live connection to existing reports, Direct Query, Cross report drill- through etc. which would minimize the data load and improve the dashboard performance as well as Drill-through, tooltip, bookmark, advanced DAX etc. to enhance the dashboard experience’ were implemented


The old standalone manual reporting was replaced with a readily available, automated BI dashboard which resulted in following outcomes:

  • This approach of end-to-end automation allowed the client to set up a daily sales monitoring process
  • It enabled smoother reporting, improved data integrity and reduction in manual labor/cost
  • Setting up a logical benchmark helped the client to compare and evaluate the sales performance of their brand-new store
  • The client could readily identify the focus areas of growth/ de-growth
  • By correlating and analyzing the key sales-driving factors the client could perform a root cause analysis of the focus areas
  • This enabled users to take proactive measures by discovering which lever needs to be pulled/optimized for maximizing sales and margin

With this approach, there was proper organizational visibility for the client, because of which they could easily identify the top/ underperforming areas and its underlying causes, and the client was able to compare and evaluate the sales performance at ease.