Development of a Targeted Marketing Strategy for an Online Store (on the Example of Megafon Retail JSC Company)

The need for segmentation is largely due to prevailing market conditions, which are characterized by a high level of competition and supply, and a much more demanding position of the modern consumer. For the most part, people have become less interested in a deep and rigorous search for the goods they need, preferring companies to determine their needs on their own and offer the product that is most adapted to their requirements. MegaFon has a well-defined targeted marketing strategy for each segment of subscribers, which helps the company to offer relevant products and services to its customers based on data about them. However, the online store does not have such data for building communications with each segment of customers. Thus, the research problem is the lack of data on the typology of device buyers in the MegaFon online store for developing a targeted marketing strategy. In this work, the segmentation of buyers of the MegaFon online store is carried out, as well as recommendations for the target marketing strategy are developed.