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During quarterly sales reporting, management found it difficult to understand which coffee products were driving the most revenue and how performance varied across countries. The absence of a consolidated tracking system meant that every report had to be built from scratch. I took the initiative to design an interactive Excel dashboard that visualized sales performance, customer segments, and market contributions in one view.
I was responsible for developing an Excel-based Coffee Sales Dashboard that would:
Consolidate data from multiple sources into a structured model.
Provide dynamic filters for date, roast type, packaging size, and loyalty program status.
Visualize sales performance across time, region, and customer segments.
Apply a coffee-themed design palette that reflects brand identity while maintaining professional clarity.
To achieve this, I,
Cleaned and normalized raw datasets to ensure consistent date and product fields using Excel’s Power Query and formula-based cleaning tools.
Built Pivot Tables to aggregate metrics such as total sales, regional distribution, and top customers.
Added Timeline and Slicer filters for interactive data exploration.
Designed visual elements, including:
A time-series chart for total sales trend analysis (2019–2022).
A regional sales breakdown by country.
A Top 5 Customer leaderboard showing contribution to revenue.
Styled the dashboard using custom formatting and a dark coffee-toned color scheme for better visual contrast and theme consistency.
The dashboard provided a centralized, interactive view of all coffee sales metrics, allowing quick insights into performance patterns:
The United States emerged as the dominant market, contributing over 80% of total sales.
Dark roast and smaller packaging (0.2 kg – 0.5 kg) showed the highest sales frequency.
Loyalty card customers demonstrated significantly higher repeat purchase rates.
Seasonal sales spikes were observed around Q1 and Q3, supporting better forecasting and inventory decisions.
The new dashboard reduced reporting time by over 60%, improved decision-making accuracy, and enabled management to identify high-performing product types and underperforming regions instantly.
United States dominates sales, contributing over 80% of total revenue, while Ireland and the United Kingdom have relatively low performance.
Action: Focus marketing campaigns and product availability on high-performing U.S. regions while investigating low engagement factors in the U.K. and Ireland (e.g., pricing, distribution, or brand visibility).
Dark roast coffee records the highest sales volume across all countries, followed by medium roast, while light roast shows limited demand.
Action: Increase production and promotion of Dark and Medium roast varieties to meet customer preference. Consider limited-edition seasonal Light roast variants to test new market interest.
Sales are highest for smaller pack sizes (0.2 kg and 0.5 kg) compared to larger 1.0 kg or 2.5 kg packs.
Action: Prioritize smaller SKUs in retail stores and online listings, as they appeal to frequent buyers and impulse purchasers. Larger packs could be marketed through wholesale or subscription models.
Customers using loyalty cards show more consistent repeat purchases and contribute a significant portion of recurring sales.
Action: Expand the loyalty program with reward tiers or referral benefits to retain high-value customers. Use loyalty data to personalize offers (e.g., targeted discounts or flavor recommendations).
Sales fluctuate seasonally, with peaks around March–April and September–November, suggesting demand surges during spring and fall.
Action: Align promotional campaigns and inventory planning with these seasonal cycles. Increase digital ad spend and stock levels one month prior to these periods.
Among the four main bean varieties (Arabica, Robusta, Liberica, Excelsa), Arabica maintains the strongest and most consistent sales trend, while Liberica and Excelsa remain niche products with low contribution.
Action: Position Arabica as the flagship product while promoting Robusta as a value option. Consider product education campaigns for lesser-known varieties to build awareness.
The Top 5 Customers collectively contribute a notable percentage of total revenue, with Allis Wilmore and Brenn Dundredge leading the group.
Action: Implement a Key Account Management strategy for these high-value customers. Offer bulk purchase discounts or exclusive access to premium blends to strengthen loyalty.
Despite steady revenue, margins may be impacted by smaller packaging and high production costs of Dark roast variants.
Action: Perform a profitability analysis by SKU to identify products with lower profit margins. Explore packaging optimization and supply chain cost reduction.
Underperformance in the U.K. and Ireland markets suggests potential for localized marketing or partnership with regional distributors.
Action: Launch region-specific campaigns (e.g., “Taste of America” coffee experience) or limited offers in those regions to increase awareness and trial.
The dashboard provides a real-time, filterable view of sales by country, size, and product type, allowing management to simulate scenarios like seasonal promotions or loyalty incentives.
Action: Use the dashboard during sales review meetings to make quick data-driven adjustments to pricing, stock allocation, or promotional timing.
U.S. remains the primary revenue driver—protect and grow this market.
Dark roast and small pack sizes are the most profitable combinations.
Strengthening the loyalty program can boost repeat sales.
There’s seasonal potential to increase revenue with well-timed campaigns.
Underperforming regions (U.K., Ireland) represent growth opportunities through local engagement and pricing strategy.
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