Sky is launching a loyalty scheme, the first in the TV and broadband sector, as it looks to reward some of its longest-standing customers amid growing competition from the likes of BT and Netflix.
Launching today (3 August), the Sky VIP app will reward customers for how long they have been with Sky, rather than how much they spend every year, according to chief commercial officer Lyssa McGowan.
Speaking to Marketing Week, she explains: “What is really different [about Sky’s loyalty programme] is that it gets better the longer customers are with us. We want to say thank you to customers for tenure, not spend.”
The loyalty programme has four tiers based on how long people have been a Sky customer. Those that have had a TV or broadband product for up to three years, will join the ‘silver tier’. This offers access to exclusive rewards such as free tickets to, for example, Premier League football matches or cinema previews, which are offered on a first-come-first-served basis and in a competition format. There is also the opportunity to be entered into “money can’t buy” rewards such as a trip to Iceland to see where Game of Thrones is filmed.
The second ‘gold tier’ is for those that have been customers for between three and eight years and allows people to get “closer to the content” through an exclusive channel ‘Sky VIP’ that will broadcast shows on channels such as Sky Atlantic 24 hours before they go out for everyone else. In effect, it means select Sky customers will be able to watch the latest Game of Thrones episode 24 hours early. This gold tier will also offer free Sky Go, which allows customers to download and…