Scott Jordan Launches SKY2BUY
Jordan unveiled his latest venture on Monday, just days after SkyMall's brand name sold for $1.9 million following a drawn-out bankruptcy auction process.
If all goes as planned, SKY2BUY "will be in planes in test markets in the U.S. in June or July of this year" to coincide with the summer travel season.
Amid the shock and surprise, Jordan explained his decision to go in a different direction:
"At the most basic level, there are two things required to make SkyMall work: a catalog and placement of that catalog on airplanes. Producing a catalog is easy. The only way to get a catalog onto airplanes is with the cooperation of the airlines. SkyMall allowed every airline contract to lapse and, despite my best efforts, we were unable to come to terms with the airlines before the bankruptcy auction," said Jordan.
"By losing the agreements with the airlines, SkyMall’s previous management team lost their monopoly on in-flight shopping. Since I didn’t like their business model, I chose not to submit a bid. I didn’t believe that the name alone was worth it," he added.
SKY2BUY will aim to be a high-end travel magazine featuring a plethora of brands that cater to travelers as well as editorial content pertaining to travelers.
But unlike SkyMall, SKY2BUY won't be a stand-alone publication. Instead, it will be included in existing airline magazines as part of an advertising section. The goal for this is to cut costs and pass savings along to customers and generate additional profits for airlines.
Inspired by duty free shops, SKY2BUY will reward customers with discounts for purchasing while traveling. And by allowing customers to purchase directly from advertisers, companies will receive the orders faster and customers are likely to receive their product much quicker.
In addition to SKY2BUY's initial 16-page spreads, the company is developing an app that will allow travelers to purchase in the sky. The app will be available as a free download.
Although Jordan has yet to reveal which airline magazines will eventually include SKY2BUY, he has confirmed that the company is in talks with at least three major U.S. and multiple international airlines.
More by Patrick Clarke
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