Dashboard Guide 7.4. - Vendor Sales Analysis

Robyn Marais Updated by Robyn Marais

This dashboard provides a detailed analysis of vendor sales performance during the event, breaking down sales data by ticket type, station, product, and transaction behavior. It is designed to help clients evaluate product performance, identify high-yield sales points, and understand purchasing behavior across different customer segments.

The dashboard presents insights into key metrics such as total vendor sales, number of vendor transactions, average spend per attendee, and orders per person. It includes granular breakdowns of sales by vendor station and product, as well as average transaction values, making it a valuable tool for optimizing product offerings, pricing strategies, and on-site operations.

This guide walks you through each key element of the dashboard to explain what the visuals represent and how to interpret the data effectively.

The dashboard enables you to:

  • Track total vendor sales revenue and transaction volume.
  • Identify top-performing vendors and products by sales value.
  • Monitor purchasing patterns by ticket category and ticket type.
  • Understand sales distribution across stations and peak selling times.
  • Assess average transaction values to optimise pricing and bundles.
  • Inform staffing, stock planning, and vendor placement strategies.
  • Tailor future vendor selections and marketing based on customer spend behavior.

Key Metrics

Total Vendor Sales: Total revenue generated from all purchases made at vendor stalls during the event.

Total Vendor Transactions: Total number of individual sales transactions completed with vendors.

Average Spend per Attendee: Vendor: Average amount each attendee spent at vendor stalls.

Average Order per Person: Average number of transactions each attendee completed with vendors.

Total Vendor Sales per Hour

A bar graph representing hourly sales, overlaid with a line chart showing cumulative vendor sales over time.

How to use it:

  • Identify peak times for food and merchandise sales.
  • Inform optimal staffing and stock replenishment planning.
  • Assess pacing and momentum of on-site spend throughout the event.

Top 10 Vendor Stations

A horizontal bar chart displaying the top 10 vendor stations ranked by total sales value.

How to use it:

  • Recognise high-performing vendors.
  • Prioritise partnerships or expand presence for top performers.
  • Identify underperforming vendors needing support or review.

Top 10 Vendor Products

A horizontal bar chart displaying the top 10 vendor products ranked by total sales value.

How to use it:

  • Identify the highest-demand products.
  • Optimise stock procurement and inventory management.
  • Plan future promotions around popular products.

Event Sales by Ticket Category

A pie chart showing the proportion of vendor sales contributed by each ticket category (e.g., GA, VIP, Staff).

How to use it:

  • Understand which attendee groups spend the most at vendors.
  • Target promotions and vendor placement around high-value demographics.

Average Sales Value per Hour

A line chart showing how the average transaction value changed across hours during the event.

How to use it:

  • Spot patterns in customer spending behavior.
  • Identify when larger purchases are happening (e.g., mealtimes, happy hour).

Event Sales by Ticket Type

A table listing ticket types alongside their corresponding:

  • Total sales value
  • Item quantities
  • Transaction counts
  • Average transaction value
  • Spend per attendee

How to use it:

  • Drill down into the performance of each ticket type.
  • Analyse pricing tiers against sales behavior.
  • Inform future ticket packaging and tiering strategies.

Total Sales per Station & Product

A table combining vendor station and product data, showing:

  • Sale amount
  • Item quantity
  • Transaction count
  • Average transaction value

How to use it:

  • Identify which product-station combinations are most successful.
  • Optimise inventory and placement for future events.

Total Product Sales

A table listing all products sold, ranked by:

  • Total sale amount
  • Item quantity sold

How to use it:

  • Understand product-specific demand.
  • Streamline menu offerings to focus on bestsellers.

How Did We Do?

Dashboard Guide 7.3 - Bar Sales Analysis

Dashboard Guide 7.5. - Event Sales Demographics Analysis

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