SkyMall Eyes Cross-Sells On and Off The Internet

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In flight specialty cataloger SkyMall Inc., announced earlier this month that it will begin cross- and upselling by making personal product recommendations on its Web site at www.skymall.com.


The company also said it will use collaborative filtering technology -- initially designed solely for the Internet -- to offer its print catalog customers personal recommendations.


The recommendation technology that SkyMall will use comes from Net Perceptions Inc., the same company behind the personal recommendations offered at Amazon.com, Cdnow, N2K's Music Boulevard and TicketMaster Online.


Net Perceptions' technology pools an individual's shopping behavior with information from people who have made similar purchases and then makes recommendations that will likely appeal to the individual.


SkyMall, Phoenix, plans to make the service available to its customers online at www.skymall.com and over the phone within the next three months.


"While we first perfected the technology for the Internet, SkyMall's multiple use of Net Perceptions is very much the wave of the future," said Steven Snyder, president/CEO of Net Perceptions. "We expect other Internet catalog companies to implement similar infrastructure and follow their lead in providing personalized recommendations across multiple customer touch-points."
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