How to increase sales with data 📈 Fitness business case

Dataset and Jupyterfile download

In this analysis, we aim to understand the profile of treadmill buyers to tailor our marketing strategies and improve sales. By analyzing the demographics and behaviors of our customers, we can derive actionable insights to drive business growth.

Key Insights

1. Best-Selling Product

Problem: Identify the best-selling treadmill model to focus marketing efforts.

Insight: Model KP281 is the best-selling product, accounting for 46.6% of all treadmill sales.

Visualization:

sns.countplot(x='Product', data=aerofit_df, palette='viridis')
plt.title('Product Distribution')
plt.show()

Action: Focus marketing efforts on highlighting the features and benefits of KP281 to maintain its sales momentum.

2. Income Distribution

Problem: Determine the income distribution of treadmill buyers to tailor marketing campaigns.

Insight: The majority of treadmill customers fall within the $45,000 - $60,000 income bracket. 83% of purchases are made by individuals with incomes between $35,000 and $85,000, while only 8% are from customers with incomes below $35,000.

Visualization:

sns.histplot(aerofit_df['Income'], kde=True, color='purple')
plt.title('Income Distribution')
plt.show()

Action: Tailor marketing campaigns to target individuals within the $35,000 to $85,000 income range. Develop more affordable models to attract lower-income customers.

3. Age Distribution

Problem: Understand the age distribution of treadmill buyers for targeted marketing.

Insight: 88% of treadmill buyers are aged between 20 to 40 years.

Visualization:

sns.histplot(aerofit_df['Age'], kde=True, color='blue')
plt.title('Age Distribution')
plt.show()

Action: Develop marketing campaigns that appeal to the lifestyle and preferences of young adults. Utilize social media and digital marketing channels to reach this demographic effectively.

4. Correlation Insights

Problem: Identify correlations between fitness levels and treadmill usage to enhance product positioning.

Insight: Higher fitness levels are associated with increased treadmill usage. Customers with high fitness levels tend to use treadmills more frequently.

Visualization:

plt.figure(figsize=(18, 10))
sns.heatmap(aerofit_df.corr(), annot=True, linewidths=0.8, fmt='.2f')
plt.title('Correlation Heatmap')
plt.show()

Action: Highlight fitness benefits and advanced features in marketing materials to attract fitness enthusiasts. Offer fitness programs or partnerships with gyms to enhance customer engagement.

5. High-End Model KP781

Problem: Identify the target market for high-end treadmill models.

Insight: KP781 is the only model purchased by customers with more than 20 years of education and an income over $85,000.

Visualization:

sns.boxplot(data=aerofit_df, x='Gender', y='Income', hue='Product')
plt.title('Income vs. Product by Gender')
plt.show()

Action: Position KP781 as a premium model and market it to high-income, highly educated individuals. Emphasize its advanced features and superior quality.

6. Fitness Levels and Product Preference

Problem: Understand the preferences of customers with different fitness levels.

Insight: Customers with fitness levels 4 and 5 prefer high-end treadmills and use them extensively, averaging over 150 miles per week.

Visualization:

sns.boxplot(data=aerofit_df, x='Fitness', y='Miles', hue='Product')
plt.title('Miles vs. Fitness by Product')
plt.show()

Action: Promote high-end models like KP781 to customers with high fitness levels. Consider offering loyalty programs or exclusive deals for frequent users.

Recommendations to business owner

1. Affordable Models

Recommendation: Develop and market affordable treadmill models for customers with incomes below $35,000. This can help expand our customer base and increase market penetration.

2. Premium Model Marketing

Recommendation: Focus on marketing premium models like KP781 to high-income, highly educated individuals. Use targeted advertising and personalized marketing strategies to reach this segment.

3. Engaging Young Adults

Recommendation: Utilize social media, influencers, and digital content to engage young adults aged 20-40. Create campaigns that resonate with their fitness and lifestyle goals.

4. Fitness Programs and Partnerships

Recommendation: Partner with gyms and fitness programs to offer exclusive deals and fitness plans to treadmill buyers. This can increase customer loyalty and encourage higher usage of our products.

Conclusion

By leveraging these insights and implementing the recommended strategies, we can better meet the needs of our customers, enhance our marketing effectiveness, and drive sales growth. Our focus should be on targeting the right demographics, offering products that meet their needs, and creating value through strategic marketing initiatives.

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