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We use the personal information we collect directly and indirectly to conduct our business, communicate with you, and provide better products, services, and experiences, as further described below. The specific purposes for which we or our service providers may collect and use information about you are to provide the products and services that you have ordered or requested, and to communicate about your orders; to enable and improve our customer service; to address your comments, questions or complaints; to personalize your experiences; to understand your opinions, preferences and shopping habits; to analyze trends and statistics; to administer and fulfill our contests and other promotions, including special discounts for professionals, military personnel, students and first responders; to analyze and improve our websites, mobile applications, facilities, products and services; to market our products and services to you, including by sending you marketing communications and other information regarding our products, services, or special events, and to improve our marketing efforts; to share reviews, testimonials, or other user-generated content; to facilitate our merger or acquisition activities; to secure and protect our information and technology systems, as well as information about you and other consumers; to facilitate internal audits, dispute resolution or investigations; to evaluate new technology for our businesses; to conduct market research; to formulate our business strategies; to analyze business information about organizations to which you may belong (i.e., your employer); to enable us to monitor and evaluate our third party service providers and their activities; to manage our gift card programs, loyalty programs, other stored value programs; to keep records of transactions; to comply with our contractual obligations; to detect and address actual or potential fraud; to establish and maintain data back-ups for our business continuity and disaster recovery; and to comply with various legal obligations or other rules to which we are subject.