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In such settings, understanding consumer choice and the dynamics of engagement and usage become critically important in order to acquire, serve, and retain consumers.
Last year, Tetra Pak pulled in revenue of €11.6 billion, or $15.4 billion, much of it from its food-processing and containers business, and it wants to retain consumers' confidence.
The idea is sound - retain consumers by tying them to the brand, and so to future sales - but set against the might of Google or Microsoft, it's an uphill struggle.
This creates value for consumers — by saving them money, saving them time in making choices, or by informing their decisions — and allows the companies to retain consumers over the long haul and amass even more data.
It also rolled out products with new features, such as lighter shoes with better cushioning, to try to retain consumers.Executives at Nike, in the language of their trade, like to talk about playing "offence" when it comes to corporate strategy.
Also, think about strategies to attract and retain consumers.
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The European Commission in Brussels has pushed Google and other American Internet companies to shorten the period for which they retain consumer data.
"Many in our sector were tempted by lower costs in order to retain volume," says Carol Wright, a spokesperson for the group, "but without investment in new designs, they have struggled to retain consumer interest.
Video content in social media has been on a steady rise for the past couple of years, with both Facebook and Twitter investing heavily in the bandwidth and content to retain consumer eyeballs for a long period of time.
And, I've had to learn how to leverage all types of content, from consumer-generated to company-generated to content captured inside the pages of the magazines we offer to grab, engage and retain consumer interest.
But TJX and other corporate victims of security breaches have discovered that retaining consumers' transaction information can be both costly and risky.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com