Customer Segmentation in Modern Grocery Retailing Need for Redefine Precision Market Strategy for Convenience Stores in Romania? Post COVID-19 Outbreak Analyze

Purpose – The purpose of this paper is to present the most applied segmentation criteria for modern grocery retailers and to see if the precision marketing strategy for convenience stores should be changed after COVID-19 pandemic.

Design/methodology/approach – The literature review is presenting the consist of precision marketing strategy, the segmentation criteria and the consumer profiles for modern grocery retailers. The paper also presents based on secondary data, the Romanian actual context for convenience stores and the predominant consumer profile after COVID-19 outbreak. Finally, are presented conclusions and recommendations.

Findings – Corroborating the literature review with the actual consumer profile, the paper presents as recommendations the using of Pareto’s Law in precision marketing strategy and the implementation of a dual customer experience both in store and online.

Research limitations/implications – The paper is conceptual, so future research will be necessary to empirically validate these findings.

Originality/value – This study is an important instrument for further research and for retail managers. It offers a valuable response that convenience stores should have to COVID-19 pandemic impact.

Paper type – Conceptual paper

JEL Classification – L81, M31