Behavioral Segmentation of Customers for Increasing the Effectiveness of Marketing Communications by the Example of 8 Wines Company

The research is aimed at identifying trends in consumer behavior and their segmentation for improving the effectiveness of marketing communications at 8Wines. In the paper are analyzed scientific literature, periodicals, studies of foreign and some Russian authors regarding segmentation, behavioral segmentation, its goals, advantages, principles and methods. Studies regarding current trends in wine consumption are reviewed. As methods of segmentation, are used three types of analysis: ABC analysis, RFM analysis, analysis of the CRM structure and the identified segments. As a result of these analyzes, consumer segments were identified according to the criteria of monetary behavior, frequency of purchases, loyalty and also trends in consumer behavior regarding the seasonality of orders, the most popular countries and regions producing wine, preferences in the type of wine and grape varieties. The results obtained made it possible to formulate recommendations for working with different segments, aimed at improving and personalizing the marketing communications system in the company.