AN AIRLINE'S TRANSITION TO A DIGITAL RETAIL ENVIRONMENT

This paper outlines what a digital retail environment is, and what is driving the airline industry towards becoming more digital, and airlines becoming retailers. Several key benefits of a digital retail environment are outlined, as are a number of the challenges of a transition. Three main steps in evaluating and preparing for a transformation to a digital retail environment are discussed leading to the final question - "Will the digital retail environment replace the PSS?"  

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