Sky trials new VIP loyalty scheme to boost retention

sky cash fund targets tv virginsSky is running trials of a new loyalty scheme for both TV and broadband customers, dubbed “Sky VIP”, soft launching the programme with a full roll-out due later this summer.
According to a report on USwitch, the company has already contacted a number of customers with the offer of  a free “Welcome Gift” of a movie worth up to £13.99 via Sky’s Buy and Keep offer, which gives them a download and a hard-copy DVD to go with it.
Membership of the scheme is tiered, with grades of membership determined by how long a customer has been with Sky.
Customers of who have been with the company for up to three years are Silver grade, while those who have been with Sky for 8-15 years are granted Platinum membership. Those who have been with Sky for more than 15 years, can become a Black member.
A Sky spokesman told USwitch: “Sky VIP is our new loyalty programme that we’re launching for our customers. It’s our way of saying thank you for being with Sky. It’s not open to everyone just yet but we’ll be rolling it out to all our Sky TV and Broadband customers later this summer.”
The move follows the launch of the Virgin Red loyalty programme in December 2015, designed to build a detailed picture of its estimated 20 million-plus group customer base and boost cross-selling between businesses.
The scheme covers all UK Virgin companies, including Virgin Mobile, Virgin Active, Virgin Holidays, Virgin Hotels, Virgin Experience Days, Virgin Balloon flights, Virgin Vouchers, and Virgin Money  as well as Virgin Media.
It was designed to address the fact that the group’s six largest UK companies alone had about 14.5 million customers, yet only one in ten used more than one Virgin service.

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