Segmentation of consumers of new goods in the context of the digital transformation of the economy

In the modern realities of the digital transformation of the economy, the effectiveness of the sales process of enterprises largely depends on a clear understanding of the needs, preferences, interests of target consumers and audience loyalty. Segmentation of the customer base plays a special role in the selection of key areas of marketing activity, which is a determining factor for achieving business success. The purpose of the study is to identify methods for segmenting consumers of new products, taking into account changes in the consumer’s portrait under the influence of digital transformations. As part of the study, analytical research methods used to analyze consumer segmentation approaches and identify target segments of consumers of new products in a digital environment. The information base of the study made up of the works of leading marketing managers in the field of consumer segmentation in the digital economy, collections of statistical information, and an analysis of successful segmentation practices. As a result of the study, it was determined that in the context of the digitalization of the economy, there is a need to review and clarify the totality of marketing technologies and tools used, including in the field of consumer segmentation. In addition, the rapid pace of the digital transformation of the economy leaves its mark not only on changes in market preferences and consumer orientations, which in turn has a direct impact on the company’s activities. As practice has shown, the availability of a wide range of products does not always act as a factor in forming a growing target audience of consumers, it is necessary to correctly segment potential consumers and form their portrait. In this case, based on the capabilities of the digital environment, enterprises can create a portrait of a consumer online in order to find their consumer, thereby reducing marketing costs. \