How retail could mimic the airline industry in 10 years

01/31/2013 | Fast Company online

Airlines learned long ago that travelers will switch to another carrier to save a few bucks, so today's pricing model is built on cheap tickets plus a growing array of value-added extras. The model shows the seeming contradiction of bargain-hungry consumers who are willing to pay extra for things they value, and it's likely to replicate itself in the retail world in the coming years as digital tools put shoppers in the driver's seat, writes Orbitz founder and 20-year American Airlines veteran Jeff Katz.

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