IST309: Analysis of Canadian Superstore Sales Data (Fall 2018)

This report analyzes Canadian superstore sales data from 2009 to 2012, addressing key questions regarding sales and profits by region, customer segmentation, and customer value. The analysis reveals the highest and lowest performing regions in terms of sales and profit, with Ontario showing the highest profit and West region having the highest sales. The report identifies customer segments (consumer, corporate, home office, small business) and highlights the top and bottom valued customers based on sales. It also explores customer retention strategies, emphasizing the importance of customer lifetime value and offering practical strategies such as improved customer service, loyalty programs, engaging emails, and discounts to retain high-value customers and maximize profitability. The report provides a comprehensive overview of the data, including charts and tables, and references relevant literature.

Running head: INFORMATION SYSTEM
INFORMATION SYSTEM
Name of the Student
Name of the Organization
Author Note
Answer to Question 1
As per the chart and the table, it can be said
there are all total eight regions showing
Data
Region
Sum of
Sales
Sum of
Profit
Atlantic
2014248.2
04
238960.6
129
Northwest
Territories
800847.32
95
100653.0
519
Nunavut
116376.48
35 2841.117
Ontario
3063212.4
8
346868.5
812
Prarie
2837304.6
02
321160.1
804
Quebec
1510195.0
8
140426.5
947
West
3597549.2
76
297008.5
76
Yukon
975867.37
1
73849.24
54
Grand Total
14915600.
82
1521767.
96

1INFORMATION SYSTEM
several sum of profits as well as sum of sales. It can be noticed that the West region is possessing
with the highest sum of sales and all the Northwest Territories are possessing with the lowest
sum of sales. As per the sum of profit will be considered, it can be said that the particular region
of Ontario has the highest sum of profit and the region of Yukon the lowest. The grand total sum
of sales comprising of all the regions is 14915600.82 and the total sum of profit is 1521767.96.
After the West region, the region of Ontario is the particular region having the second highest
sum of sales. On the other hand, after the region of Ontario, the region of Prarie is having the
second highest sum of profit.
Answer to Question 2
Count of Customer
Name
Customer Segment Region
Tot
al
Consumer Atlantic 276
Northwest
Territories 33
Nunavut 12
Ontario 326
Prarie 332
Quebec 161
West 405

2INFORMATION SYSTEM
Yukon 104
Consumer Total
164
9
Corporate Atlantic 382
Northwest
Territories 191
Nunavut 35
Ontario 635
Prarie 690
Quebec 232
West 691
Yukon 220
Corporate Total
307
6
Home Office Atlantic 193
Northwest
Territories 88
Nunavut 23
Ontario 520

3INFORMATION SYSTEM
Prarie 415
Quebec 197
West 465
Yukon 131
Home Office Total
203
2
Small Business Atlantic 229
Northwest
Territories 82
Nunavut 9
Ontario 345
Prarie 269
Quebec 191
West 430
Yukon 87
Small Business Total
164
2
Grand Total 839

4INFORMATION SYSTEM
9
The particular company is seen to have been possessing a total number of 8399
customers. All the customers are seen to be divided into four main segments which are mainly
involving the customers, corporate, home office and the small business. As per the chart, it can
be observed that maximum number of customers are mainly seen in the segments of corporates
comprising of a total of 3076 customers in total. After the particular category of corporates, the
second highest number of customers are seen to be present in the segment of the home office
comprising of 2032 customers in total. The segment of consumer comprise of a total of 1649
customers and the segment of small business comprise of 1642 customers in total. Each of the
segments are seen to be comprising of a total of 8 regions involving Atlantic, Northwest
Territories, Nunavut, Ontario, Prarie, Quebec, West and Yukon.

5INFORMATION SYSTEM
Answer to Question 3
As per the chart, it has been observed that some of the highly valued customers are Emily
Phan, Deborah Brumfield, Roy Skaria, Sylvia Foulston and Grant Carroll as they are seen to
have the top five sum of all the sales of 117124.438, 97433.1355, 92542.153, 88875.7575 and
88417.0025. All of them falls under the category of highly valued customers. On the other hand,
it has been observed that Dorothy Dickinson, Katrina Edelmean, Nicole Fjeld, Natalie
DeCherney and Jeremy Farry are the five lowest valued customers as they have been seen to
have the lowest five sum all sales of about 198.08, 180.76, 153.03, 125.9 and 85.72. Hence, all
of these five customers fall under the category of lowest valued customers.

6INFORMATION SYSTEM
Answer to Question 4
As per the chart, it shows all the counts of customer names, sum of sales and also the sum
of discounts as well. Based upon the recent knowledge of this particular course it can be said that
some strategies may be helping in retaining all those customers who are seen to be valued highly.
Customer retention will be mainly involving a collection of several activities as well as strategies
which any particular business may utilise for increasing the number of all the highly repeating
customers and for increasing the profitability of each and every existing customer as well. Some
of the strategies of highly valued customers will be involving the improvement of the service of
the customer, starting for a loyalty program of the customer, sending engaging emails to all the
customers and offering a number of discounts or rather credit in return (Wilson, Jonathan AJ and
Svend Hollensen 2013). All such strategies will be helping a lot in the retention of all the highly
valued customers. It is actually to be known that it is very much cheaper for getting recent
customers for making a number of repeating purchases rather than finding or seeking for all the
full new customers. All the different strategies of the retention of customers will be helping a lot

7INFORMATION SYSTEM
in enabling both for providing as well as extracting high value from any existing base of the
customer. It will be help in ensuring all the customers who have worked very hard for acquiring
a stay with any particular business and have a great experience for the customers and continue
for getting value from all the products.
Answer to question 5
Customer lifetime value is sometimes referred to as LTV or lifetime value. It can be
defined as the margin of profit which a particular company mainly expects for earning over the
total of their particular relationship of the business with the customer which will be an average
one. The lifetime value of the customer must be accounting for a number of acquisition costs of
the customer, marketing expenses and all the sales which are ongoing, expenses operation and
also the cost needed for manufacturing both the services as well as the product which the
company is seen to be selling.
Emily Phan Luke Weiss Philip Fox Marc Harrigan Pete Kriz Thais Sissman
-40000
-20000
0
20000
40000
60000
80000
100000
120000
140000
Count of Customer Name
Sum of Profit
Sum of Sales

8INFORMATION SYSTEM
Customer Name
Count of Customer
Name
Sum of
Profit
Sum of
Sales
Emily Phan 10
34005.445
5
117124.43
8
Deborah Brumfield 20 31121.219
97433.135
5
Grant Carroll 27
27977.279
5
88417.002
5
As per the table, it can be said first three customers named Emily Phan, Deborah
Brumfield and Grant Carroll are the three typical customers who are seen to possess with the
highest sum of profit and the number of sales.

9INFORMATION SYSTEM
References
Wilson, Jonathan AJ, and Svend Hollensen. "Assessing the implications on performance when
aligning customer lifetime value calculations with religious faith groups and after lifetime
values–a Socratic elenchus approach." International Journal of Business Performance
Management 14.1 (2013): 67-94.