Reporting Structure

Importance
• Analysing your data correctly enables you to
make well-informed decisions around things
like stock ordering, promotions, and staffing,
among other things.
• However, having too much data or looking at
the wrong data can lead to mishaps,
overwhelm, and a lot of business headaches.
• That’s why it’s important to run the right
reports for your retail stores.
 Daily Retail Reports
• A daily sales report is a management tool used by
retailers in order to extract the most relevant daily
sales data
• Retailers must track these KPIs since they need to have
a daily overview of their operations, costs, and
expenses to be able to generate profit.
• Daily reports, shouldn't get too focused on outcome
dependent metrics(data collected to assess the extent
to which expected outcomes have been achieved).
• Instead, focus more on process metrics
(measurements that are used to evaluate and
benchmark the performance of business processes).
 Weekly Retail Reports

• As one of the most sales-oriented businesses,

retailers must also track, measure and report
on important sales values on a weekly basis to
be able to get a bigger picture in comparison
with daily reports.
• It gives the company an idea whether things
are going according to plan or if there are
adjustments that they need to make in order
to catch up, in case they are lagging behind.
 Monthly Retail Reports
• A monthly sales report is used to monitor,
evaluate, analyse, and determine sales trends
on a monthly basis.
• It includes more long-term measurement of
KPIs such as sales cycle length, conversion
report, monthly performance report, among
many others.
 Annual Reports
Profit and loss statement
• Profit and loss statement also known as income
statement or operating statement is a summary of
business transactions in terms of making or losing
money.
• Besides being a standard book keeping procedure, if
prepared on merchandise classification basis, it
provides analytical information to enable a
merchandiser determine the category’s strengths and
weaknesses and ensure profitable merchandise
transactions over a specified period of time.
 Types of Reports

• Inventory Reports
• Sales Reports
• Employee Reports
• Customer Reports
Some Important
Reports
 Demand signal repository (DSR)
Demand signal repository (DSR) is a database that
aggregates sales data at the point of sale (POS).
The goal of a DSR system is to allow a business user
without technical knowledge to be able to identify-
• What products are selling,
• Where they are selling best or worst and
• How often they are being sold.
This information can then be applied to determine
how an organization can be more responsive to
customer's needs.
 Demand signal repository (DSR)
When fully deployed, DSRs achieve the following
business goals:
• Reduce the frequency of out of stock goods
• Sense product category changes
• Improve demand forecast accuracy
• Lower inventory and safety stock levels.
 Demand signal repository (DSR)
• Predict which products are trending towards
stock outs
• Detect replenishment issues
• Identify higher or lower anticipated lift during
promotions
• Decrease the expenses related to expedited
freight
 Total sales by region
• Tells which stores (or customers’ locations if
you are an online business) are performing
well.
• That way, you will be able to compare these
values and implement various marketing
activities based on your results.
• If a specific location outperforming other, see
what makes it tick, and invest more resources
to grow even further.
 Sales Reports
• Sales KPI Reports:focused on high-level
metrics -such as revenue, profit margin,
incremental sales, up/cross sell etc.
• Sales cycle length report: It will outline the
performance of each sales associate and point
out how good they are at closing deals, and
how long it takes them to get there.
 Sales Reports
• Sales conversion Report: how effective associates
are at converting the prospects into sealed deals.
• Sales performance report: a broad overview of
store’s performance, combining a lot of different
KPIs – from the number of customers you have
acquired during that time span to the costs it
takes to get them, the average revenue each of
them brings you to the lifetime value they have.
 Sales Reports
Average transaction size
• Evaluating this KPI can tell you how to adjust your
advertising and online shop to correspond with
your customers’ needs.
The total volume of daily sales
• Daily volumes can indicate which days of the
week perform best, and how you can use this to
your advantage.
• The goal is to keep your daily sales volumes
growing, but if it starts to decrease, investigate
why, and adjust your strategies.
 Sales Reports
• Sales Summary
• The sales summary report provides a more macro
view of your retail sales.
• How much did you make last month or the
previous month?
• What about your year-to-date sales compared to
last year?
• These numbers offer some general insights
around the health of your business, and they can
inform your medium to long-term decisions.
 Sales Reports
Sales Report Per Product and Product Type
• This type of report makes it easy to identify your best
(and worst) selling products.
• If a particular product is selling well, you could
consider ordering more of it.
• If a product isn’t performing, then you can run
promotions before the season ends.
• Sales per product type, on the other hand, helps you
understand your revenue from a category level.
• This report help to identify broader trends or insights.
 Sales Reports
Sales Report Per Customer or Customer Group
• Identify your VIP customers as well as those
who aren’t fully engaging with your brand, so
you can tailor your marketing and
communications accordingly.
 Sales Reports (Regular)
• Sales overview: Sales at a glance for a
specified period of time.
• Sales by day, week, month, and year: These
kinds of reports are standard
• Sales by hour: Figuring out most profitable
time of the day. This kind of data allows to
plan for extra staff during your busiest times.
 Sales Reports (Regular)
• Sales by category: Allows to see which categories are
performing well and which ones need more work, or
potentially need to be cut.
• Sales by product: If a product is doing really well,
order other similar products or more of the same
product in different colors or sizes.
• Sales by supplier: For discovering which suppliers you
can ditch and which ones to order more from.
• Sales by store location: Compare sales data by store
and make sure none are falling behind. Helpful for
catching problems with a particular store that isn’t
doing well.
 Sales Reports (Regular)
• Sales by city or country: Find out why a
particular city or country is performing well
(or terribly).
• Bestsellers report: Bestselling items within a
specified time period. This can be sorted by
ROI, quantity of sales or whatever measure
you prefer to go by.
 Sales Reports (Regular)
• Compare data to same period in previous
year: This is a great sales report and one that
you should definitely use. Due to seasonality,
it’s often not helpful to compare sales to the
previous month. This function will allow you
to compare the same month’s data from the
previous year.
• Sales trends: A report highlighting new sales
trends is always important.
 Sales reports
• Promotions: Find out how successful/not so
successful your promotions have been. This is
helpful for planning future promotions, too.
• Gift cards: Sales report for gift cards.
• Voucher usage: Data on voucher usage and
profitability.
 Sales reports

• Refunds: See which products are being

returned and find out why.
• Items not selling: If you can run a report to
discover items that have not sold for a
particular length of time, you’ll know that it’s
worth ditching them from your line up.
 Rate of return
• Rate of return tells what customers think of our
merchandise.
• No retailer is happy when their products are
returned,
• Therefore, tracking and reporting these values on
a weekly basis will enable you to -decrease this
number in the future when you investigate- why
the goods are being returned, and what can you
do to improve these items or your overall offer.
 Inventory Reports
• “Inventory on hand” report should show how
many product units you have in each store as
well as the current stock value.
• For example, knowing how much capital you
have tied up in stock (i.e., current stock
value), is important while budgeting for next
season.
 Inventory Reports
• Regularly generate stock reports that display items
that are running low.
• For best results, set a re-order point for your products
and make sure that you’re notified when your stock
levels reach a certain point so you can replenish as
necessary.
• Looking at low stock reports on a regular basis can also
enable you to spot patterns around which products are
constantly running low.
• If a particular is always showing on this report, for
instance, that could indicate the need to increase your
order quantities.
 Inventory Reports
Product Performance Report
• Tells how much merchandise is sold over a given time
period as well as a summary of items sold per month
or per week.
• Use the product performance report to determine
which items are worth investing in and which ones
shouldn’t be re-ordered.
• A good product performance report should tell you the
date when you first sold an item as well as the date of
the last sale for that product. If there’s a big gap
between the first and last sale date, then that may
indicate that an item is not selling as fast as it should.
 Inventory Reports
• Stock status: The full low down on where your
stock levels are.
• Order status: Reports for online orders or
orders that are being posted out. This allows
you to check which stage of the order process
they’re in, whether it’s packing, in transit, or
delivered.
 Employee reports
• Timesheets: Ensure all is in order and your
employees are clocking the correct number of
working hours.
• Salaries/payroll: This report incorporates
timesheet data and assists with paying your
staff.
• Sales by employee: Mentioned above, this is
necessary for calculating sales commission
due to each employee.
 Customers Related Reports
• Sales by customer postcode: If the majority of
your stock is purchased by customers living in
a particular region, it can help to focus your
local marketing efforts in that area.
• Customer demographics, e.g. age,
gender: Helps you to distinguish who your
customers are and allows you to market to
them more effectively.
 Total orders and average units per
customers
• Order placement must be tracked on a daily basis
since retailers need to keep an eye on how many
orders they received each day to ensure
profitable results.
• This will enable you to evaluate which weekdays
are busy the most to avoid out of stock situations.
• The average units per customers evaluates how
many items are purchased by customers on
average, which can set the tone of the purchase
trends and give you enough data to evaluate your
sales even more precisely.