The role of marketing segmentation and targeting offers for smart grid solutions - a study of residential customers in Central Poland

Smart Grid has changed traditional way of doing business in the energy sector into a customer-centric approach. Segmented offerings of basic services appear to be one of the crucial successes for wide customer acceptance of new types of offers introduced in the energy market. The main factors of entering new energy-related programs by customers can vary for different regions, and should be examined in the local market before introducing new offers. Besides some theoretical background and highlighting the role of market segmentation and targeting offers, the paper presents the result of a survey conducted in 2013 in Central Poland. The main objective of the study was to find out a current attitude of Polish residential customers toward new energy demand programs and active participation in the energy market. Based on the survey results, the segmentation of residential customers is significant.