This research proposal focuses on analyzing strategies for business revival, particularly within the UK retail sector, post the COVID-19 pandemic. The study aims to investigate consumer retention strategies, using British Airways as a case study. The objectives include understanding consumer retention, evaluating strategies, outlining challenges, and recommending measures to overcome them. The research explores the importance of consumer retention, building customer relationships, providing discounts, and implementing new technologies. It addresses challenges like consumer fear, diverse requirements, and changing needs. The methodology includes a qualitative study using an inductive approach and interpretivism philosophy, combining primary and secondary data through interviews and literature review. Thematic analysis will be used for data analysis, with a sample of 20 marketing employees. The proposal also includes a detailed literature review on consumer retention strategies, challenges, and recommendations.