Airline offers customized fare structure based on Web browsing

03/5/2008 |

Alaska Airlines is embarking on a new Web marketing program in which it serves up ads to potential customers based on their browsing and purchasing behavior, offering different fares based on a user's perceived level of price consciousness. Although airlines must guarantee all fliers have access to the lowest, published fares, this system takes its cue from direct mail, in which certain recipients can be offered lower, unpublished fares, according to this article.

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