The evolution of merchandising within the aviation industry is transforming the way airlines conduct business and connect with consumers. Whether brick and mortar or electronic, the storefronts (or channels) utilized by carriers to promote their offering can either draw consumers in or drive them away. Today’s travelers are confident about what they want. Many carry mobile devices equipped with search engine capabilities to provide them with an abundance of information in seconds. They expect the same level of accessibility from the businesses they frequent, including airlines, and they desire transparency and rich content rather than hidden cost and restrictions.