BITE Insight

For brands, one of the most difficult situations is often not finding new customers but rather retaining the existing ones who may have been with you since the beginning. How do you demonstrate to them how much their loyalty is worth to you?

Enter Sky’s VIP Loyalty Programme created with Digitas. Sky had seen a growing dissatisfaction with their longer tenured customers who felt the brand didn’t appreciate their loyalty, that it wasn’t recognised or rewarded enough. The overall perception was that new customers were being treated better because of the constant messaging around introductory deals.

With the launch of the ‘VIP Programme’, Sky set out to drive existing customers to join. The Programme is tiered by tenure and offers rewards that build over time, so depending on which tenure you are in, you can receive tickets to sporting events, cinema previews or seats in the audience of some of Sky’s biggest shows.

A trickier landscape to navigate than simply signing up new customers is holding onto the ones you already have. This becomes progressively more difficult as customers supposedly become less loyal and more likely to switch their allegiance. So far however, since its launch, Sky’s VIP Loyalty Programme has enrolled 1.8 million customers, increasing customer intention to stay by 14%.