- Give the People What They Want[Jun. 19, 2006]
Count us among those who applauded when Northwest Airlines began offering passengers the opportunity to reserve a select number of aisle or exit row seats in the economy cabin for an additional fee of $15. Whether or not the program is successful over the long termand early returns are encouragingNorthwest has taken an important step down the road toward product differentiation. All coach seats are not the same, so why behave as if they are? Moreover, it has put the consumer in charge of the purchase decision. If you don't care where you sit, or you don't think a seat on the aisle is worth the extra cash, you don't have to buy it. We'll bet there are plenty of Southwest Airlines loyalists who nevertheless would happily pay for the ability to pre-select a seat.