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From a purely financial point of view , the direct-toconsumer online business cuts out the middleman and therefore should , even in the medium term , lead to higher margins
engage consumers and to create that direct connection with consumers ,” he says . Social media is something that Adidas excels at . “ Once you ’ re on consumers ’ smartphones as an app , you can engage through notifications . You can come up with special deals . And we ’ ve seen that already happening with Adidas ’ s close relationship with the consumer . It gets more information , learns more about the consumer , and not just what they like , but what they don ’ t like .” And as relationships deepen over time , Adidas and Nike have demonstrated that consumers
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