Last updated: 05:22 PM ET, Fri March 13 2015

Scott Jordan Details Plans to Relaunch SkyMall On LinkedIn

Airlines & Airports | Patrick Clarke | March 13, 2015

Scott Jordan Details Plans to Relaunch SkyMall On LinkedIn

SCOTTeVEST CEO Scott Jordan recently revealed his plans to launch bankrupt airline catalog "SkyMall back into the skies where it belongs."

In a LinkedIn post published Mar. 6, Jordan went into further detail, describing why SkyMall ultimately failed, and also explaining early plans for an app. Jordan even discussed Jim Louderback's efforts on the editorial side. 

As for what went wrong for SkyMall, Jordan notes that the current SkyMall team "missed the mark by not marketing directly to people who were traveling and captive on a plane." Other reasons he pointed out include that SkyMall "was no longer viable in catalog form because people had too many other digital distractions while flying" and because the "airlines were not treated as partners."

Jordan aims to turn things around by focusing on travel-related products, embracing the digital revolution and treating the airlines like partners.

Jordan recently discussed the latter goal while talking about his overall plan on CNBC's Closing Bell:

As far as the digital is concerned, Jordan is eyeing an app that travelers can load free of charge on both iOS and Android devices, adding that, "if things go well with the airlines, we will negotiate to have a similar app built into the seat-back screens on planes that have them."

Jordan admits that he wants customers to view "SkyMall 2.0 almost like an in-flight duty free shop," a place where they can get a better deal on their flight than they can anywhere else. And in order to do so, he plans to incentivize in-air purchases with discounts that could be as high as 20 percent off.

Another really cool option Jordan touches on would allow customers to enter their flight confirmation number into the app within 24 hours of their flight to unlock additional savings. 

Louderback issued a comment on the editorial plans:

"Content and commerce are inextricably bound together. Entertaining product curation creates stories as compelling as those on Netflix or in the movie theater. By combining great storytelling with great product curation we'll be building a cure for boredom and an experience you’ll want to share over and over again."

The editorial sections in the works include

- Departure: Travel gear and luggage

- Security: Gadgets and charging

- VIP lounge: Dining and barware

- Pre-flight: Productivity

- The Runway: Fashion and Jewelry

- Mid-air: Entrainment and/or Productivity

- Arrivals: Items you may need at various destinations

- International: Items from around the world

- Long-term Parking: Car-related items and Home: Home-related items. 

Jordan wasn't able to offer up much information on the potential products and acknowledged that it could be another month or so before any details were revealed. 

But with a blueprint coming together, the focus for Jordan and his colleagues will shift to clearing some of the major hurdles they face in getting SkyMall back in the sky, none bigger than landing deals with multiple major airlines. 

The bankruptcy hearing was scheduled for today. No word yet on the outcome.

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