Patron log in on your website in the purchase path

I see on sites that some people have the patron log in before looking for seats and some after seats are in thier cart and they're ready to check out. I understand the reasoning behind both, but I'm wondering if anyone has a combo plater - either or - kinda like when you're looking for a flight on aa.com you can choose to log in before you get your flight options or after.  So is anyone offering this type of log in?

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