Sportega

We were losing visibility and it could have cost us money

Czech sporting goods retailer Sportega operates several e-stores and brick-and-mortar stores in 6 European countries and boasts an annual turnover of over 500 million CZK. Its portfolio includes thousands of different products and services across dozens of categories and sub-categories, which are also managed by a team of sales managers responsible for selling each part of the range. 

The need to stay on top of this dynamic system led the client to questions and new requirements that needed to be addressed:

Technical:

• How to collect and store this amount of data?
• How to organise and link this data in a meaningful way?
• How to visualise this data?

Business:

• How to calculate the overhead contribution of products and more accurately determine the profitability of individual products and services?
• How to define which products are most likely to return or have negative margins? 
• How to get a better overview of the portfolio offered in all markets down to the level of individual products and services?
• How to accelerate company growth and manage expansion abroad in a controlled manner?
• How to simplify and streamline corporate reporting to get more under the skin of data evaluation and interpretation?

If you don't know what to do, you'll find it in the data...

In order to tame disparate data and turn it into useful information, we had to start with the creation of a data warehouse due to the complexity of our product range and multiple countries of operation. How did we proceed?

All data in one place

We first had to clean up the data from a variety of sources, from the e-commerce transactional database to the accounting system to the various price lists and tariff sheets for the carriers in each country. What do you mean by that? In order to work with data in the long term, it needs to be named, organised, linked, understood and verified. Once we completed the validation phase, we were able to put all the data in one place, the data warehouse, where it is ready for further processing.

Data orchestration

In an organised data warehouse, we were able to set clear rules of operation for all the data, give it a staff culture, set up the different processes, link them together, and define basic metrics.

Data visualisation

In Power BI, we connected to the new data warehouse and created clear reporting according to the requirements of each department. Today Sportega works with online reports from sales (turnover, margins, cancellations, returns, cover allowance,...), marketing (PNO, PNM, costs) and logistics (warehouses, efficiency of logistics processes, costs, etc.).

We have started to calculate the product cover allowance

Managing Sportega's extensive product portfolio is much easier and more efficient after implementing business intelligence reporting. The profitability and recoverability of individual items or groups in the range can be more accurately determined, across all 6 markets and in real time. It is easier to identify products that are not selling profitably after accounting for marketing, logistics and payment costs. The client also now has a detailed overview of the products that generate the most margin.

Because of easier access to this information, Sportega's e-shop can react quickly and agilely to market developments, instead of evaluating trends retrospectively, when it is often too late to act.

How has Databy changed the way Sportega operates?

Data from 9 sources and 2 e-shops

6 markets clearly visualised in one place

Detailed reporting in a few clicks

and real-time data seen in context

More powerful advertising campaigns

and their effective data-driven management

Easier day-to-day decision making

thanks to information updated on a daily basis from all sources

Coverage calculation

at the level of individual products, categories and brands

Clearer cost structure

and improved transactional economics of the business

Increased company profitability

resulting from more accurate identification of the recoverability or marginality of individual products

Greater visibility across the portfolio

allowing it to be managed effectively based on data instead of assumptions

Better sales planning

for future seasons thanks to reports that include sales forecasts

"We have easy access to all the reports: we can literally click on what we need at any time. We've made evaluation a daily routine. It's a big change for the better for all our departments. We've learned to think data-driven and act in real time."

Martin Došek, MANAGING DIRECTOR OF SPORTEGA