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He might have to spend more to win back customers.
United is also trying to win back customers with bonus frequent-flier miles.
Fiat is introducing new models this year to try and win back customers.
John Eyler, the company's chief executive, is remodeling stores, retraining staff and adding exclusive items to win back customers.
He said: "We are fixing the fundamentals of shopping to win back customers and relying less on short-term couponing".
McDonald's has been trying to win back customers after a scare over mad cow disease in beef stunted sales.
Clarke has tried price cuts to win back customers before – its £500m Price Drop campaign in 2011.
For Friendly's, the main task will be to win back customers from this sector, Ms. Smith said.
Morrisons is spending £1bn on price cuts over three years in an attempt to win back customers.
Over the last two years it began to slowly disappear from labels as companies reformulated to win back customers.
But if they do not respond, companies may miss an opportunity to win back customers, he added.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com