SkyMall: The Ultimate Catalog Business Model

In the world of SkyMall, Monday is the busiest day and orders trail off through the week. The reason appears to be that customers—most of them traveling on business—shop in the plane and take the catalog with them. After spending the weekend with their family, they unpack their briefcase and place their order Monday morning from the office. Seventy percent of the orders come in by phone; mail and fax account for 5 percent. Only 2 to 4 percent of orders come in via in-flight Airphones. One fascinating statistic: In fourth quarter 1999, 37 percent of SkyMall’s orders came in over the Web. The Web site is a masterpiece and well worth checking out (www.skymall.com).