Based on a division of the German consumption population in the three main groups of "Bargain hunters" (35%), "Quality-Shoppers" (36%) and "Smart-Shoppers" (29%) nowadays the "Hybrid consumer" becomes a growing matter of discussion. At goods of the daily need he pays attention to the price, so that he can treat himself to more in more important areas.

Through One-to-One-communication the effectiveness of the communication can be raised. This is especially important, since the consumer increasingly decides personally about which advertising messages he consumes.