Delta uses online retailing because majority of its
costumers either buy their ticket from the web or mobile device. Delta SkyMiles
program lets you earn miles by shopping with their American Express credit card
and purchasing items from one of their retail partnerships. By having these
exclusive partnerships with only certain retailors and restaurants Delta
created a strategic retailing mix. The incentive for Delta costumers is that
the more you shop at these retailors the more miles you get on Delta Airlines. As
airlines become increasingly dependent upon selling ancillaries to attain
profitability, the natural progression in the merchandising maturity model is
for airlines to think, act and sell like a retailer to drive revenue
improvements while enhancing the customer experience.
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