SQL MySQL Complete

Northwind
Customer & Product
Analysis

A business-focused SQL analysis evaluating customer concentration risk, pricing imbalance, and revenue dependency within a wholesale distribution environment.

Queries 5
Database Northwind
Tool MySQL
Author HarjiiBoss
Scroll to explore
13
Top country customers (USA)
$29
Avg product price
10
Orders by top customer
17
Inactive customers
5
Priority markets

What the data reveals

Q1 — GEOGRAPHY
Customer Distribution by Country
USA (13), Germany (11), and France (11) have the highest customer counts, followed by Brazil (9) and UK (7).
Strong geographic concentration in North America and Western Europe. Customer base is regionally focused.
Continue investing in top 3 markets. Apply proven strategies to Brazil and UK. Build retention plans for top regions.
Q2 — PRICING
Product Price Analysis
Prices range from $10 to $97 with an average of ~$29. Catalog leans toward budget and mid-tier.
Most products cluster near the lower range. Only a few items are truly premium.
Review premium items for competitive positioning. Small price adjustments or new mid-range products could lift overall revenue.
Q3 — RETENTION
Top Customers by Order Frequency
Customer #20 placed 10 orders. Top 10 customers placed 60 orders combined, with a steep drop after the top few.
Heavy reliance on a small core of loyal buyers. Repeat purchase concentration is high.
Create a loyalty or VIP rewards program. Use personalised offers to move mid-tier customers up.
Q4 — PREMIUM
Products Priced Above Average
Most above-average products fall between $30–$60. Items like Côte de Blaye sit far above everything else as extreme outliers.
A handful of premium items skew the average. Catalog is mostly mid-priced with selective luxury positioning.
Review premium items for intentional luxury positioning. Explore bundle offers for mid-range products.
Q5 — OPPORTUNITY
Inactive Customers (No Orders)
17 customers have never placed an order. Most are in Europe and Latin America.
These accounts represent significant unrealised revenue. They are registered but unactivated buyers.
Run targeted re-engagement campaigns in Europe and Latin America. Offer first-purchase discounts or request feedback.

The code behind the analysis

q1_top_countries.sql Top 5 countries by customer count
▶ expand
-- Which 5 countries have the most customers?
SELECT Customers.Country, COUNT(Customers.CustomerID) AS 'Number of Customers'
FROM Customers
GROUP BY Customers.Country
ORDER BY COUNT(Customers.CustomerID) DESC
LIMIT 5;
q2_price_summary.sql Min, max, and average product prices
▶ expand
-- What are the minimum, maximum, and average product prices?
SELECT
  MIN(Products.Price) AS 'Min Price',
  MAX(Products.Price) AS 'Max Price',
  AVG(Products.Price) AS 'Average Price'
FROM Products;
q3_top_customers.sql Top 10 customers by order frequency
▶ expand
-- Who are the top 10 customers by order frequency?
SELECT
  Orders.CustomerID AS 'Customer_ID',
  COUNT(Orders.OrderID) AS 'Number of Orders'
FROM Orders
GROUP BY Orders.CustomerID
ORDER BY COUNT(Orders.OrderID) DESC
LIMIT 10;
q4_above_average_products.sql Products priced above catalog average
▶ expand
-- Which products are priced above the overall average?
SELECT Products.ProductName, Products.Price
FROM Products
WHERE Products.Price > (SELECT AVG(Products.Price) FROM Products)
ORDER BY Products.Price DESC;
q5_inactive_customers.sql Customers who have never placed an order
▶ expand
-- Are there customers who have never placed an order?
SELECT
  Customers.CustomerID,
  Customers.CustomerName,
  Customers.Country
FROM Customers
WHERE Customers.CustomerID NOT IN (
  SELECT DISTINCT Orders.CustomerID
  FROM Orders
)
ORDER BY CAST(Customers.CustomerID AS UNSIGNED) ASC;

Known issues & handling

Summary & next steps

The analysis highlights strong geographic concentration in the USA, Germany, and France, clear pricing tiers with a small number of premium outliers, and distinct customer engagement patterns — including 17 completely inactive accounts.

Optimising pricing strategy, strengthening retention through a loyalty programme, and running targeted re-engagement campaigns in Europe and Latin America can significantly improve business performance.