Delta Air Lines seeks to change the way customers buy plane tickets by enhancing its shopping experience.

Rhonda Crawford, vice president of global distribution and digital strategy, Delta Air Lines, said her team focuses the refresh on two key areas: channel and choice. The changes give shoppers the experience of browsing a retailer’s website as opposed to a stiff ticket purchase transaction.

“Just like any good retailer, we want customers to see all of their options like they do when shopping online for a sweater,” said Crawford. “Think about it: when you’re searching for a sweater, you don’t want to only see the cheapest version. You want to see options — size, color, cut, style, etc. Price is certainly a factor many people weigh, but it’s not the only factor by a long shot.”

The redesigned purchase process on Delta.com will come with columns presenting information about seat products and fares.

“We know that customers shopping for airline tickets consider a number of variables when deciding on their purchase, but most external channels that display Delta and other airline content skew toward sorting by the cheapest fare — even if that fare doesn’t deliver the best experience by way of schedule or amenities that are available and important to the customer,” added Crawford.

There will also be more transparency of results.

“Sure, a flight with a connection may be cheaper, but we don’t want to prioritize that option for all customers if it means the connection requires that you have to switch terminals. Or maybe a family that is traveling together really wants to sit together,” said Crawford. “We want to set our customers up for a successful flight experience.”