SO1 offers a whole new promotional channel for retail chains. This channel enables consumer goods manufacturers and retailers to reach consumers with individualized price promotions while simultaneously achieving significantly higher ROIs than previously possibly. The underlying technology, the SO1 Engine, uses cutting-edge econometric methods to precisely calculate the price reduction required to move consumers to change brands or retailers. SO1 promotions are delivered via popular mobile applications and digital printing technology. The founders of SO1, Raimund Bau and Sebastian Gabel, established the company in 2012, after their work together as consultants supporting numerous consumer goods manufacturers with mathematical models in pricing and budget allocation projects.