SkyMall: The Ultimate Catalog Business Model
The SkyMall Engine
The heart and soul of SkyMall is its world-class telemarketing operation, housed in the former company warehouse five minutes from Phoenix’s Sky Harbor International Airport. One hundred in-house telemarketers operate the proprietary, state-of-the-art SkyMall Integrated Order System (SIOS), which was custom-designed and implemented by IIS. Entirely Web-based, the telemarketing operation is supplemented by 192 additional “cyber agents” of WillowCSN’s CyberCenter Network in Miami who can handle up to 20 percent of total orders. The Phoenix operation is able to monitor each call, regardless of where it is handled. Most items are shipped within seven to 10 days.
Denny Hatch is the author of six books on marketing and four novels, and is a direct marketing writer, designer and consultant. His latest book is “Write Everything Right!” Visit him at dennyhatch.com.
