ABSTRACT
This chapter discusses retailing with respect to some of the phases such as customer acquisition, conversion, service, and measurement within the context of products, pricing, and distribution, relating to the decision on not just what products to make, but how to deliver them. It identifies potential customers and to engage with them to determine their needs and preferences. The chapter explores how an airline can help customers make the purchase decision and how likely various customers are to spend money in different phases of the retail cycle inspiration versus shopping. Airlines face an even greater challenge with respect to segmentation as airlines tend to deal with a much broader customer base versus traditional retailers. Airlines are trying to become sophisticated retailers and they need to offer a differentiated and personalized product not only through their own direct channels but also through third parties to offer and price content dynamically and through customer engagement.
