How Sky VIP’s new Everyday Savings Offering Increased Programme Engagement and Delivered135M Rewards

Telecom Loyalty Rewards Apps: Sky's Strategy to Reduce Churn and Retain Customers

In April 2025, Sky partnered with Tyviso to launch Everyday Savings. The loyalty rewards programme offers exclusive, best-in-market discounts on everyday brands. The category sits within Sky's loyalty programme (Sky VIP), which is designed to reward customers simply for being with Sky.

Why Sky chose Tyviso’s software solution

• ‍Fast, low‑lift delivery with a plug‑and‑play platform fully integrated into MySky App, requiring minimal Sky build, critical to moving quickly‍
• Strong brand network allowing rapid sourcing of exclusive, best‑in‑market discounts.‍
• End‑to‑end management of outreach, onboarding, fulfilment, code generation, tracking, and offer rotation.‍
• Flexibility, allowing Sky to retain key partner relationships where needed from our wider inputs across Sports and Media‍
• Low cost to Sky thanks to Tyviso’s commission‑based commercial model, it allowed Sky to make the value step change with minimal risk.
  

Objectives

Sky set three objectives to validate the programme’s effectiveness:

1. Engagement: Achieve active usage from more than 50% of Sky VIP members.
   
2. Value delivery: Add additional mechanics with guaranteed value for all, targeting £500+ in accessible savings per customer.
   
3. Retention impact: Improve CSAT and demonstrate an uplift in intention to stay among active users.

Approach

Everyday Savings was built using Tyviso’s partnership intelligence framework, combining technology, methodology and human expertise to enhance the Customer Journey after sign-up.

The programme’s success was driven by:

• Human-led curation: Tyviso’s partnerships team combined category expertise with customer insight to ensure offers felt useful and relevant.
• Continuous optimisation: A/B testing improved scroll-to-claim efficiency, tripling reward views in the first three months. Seasonal optimisation further accelerated performance, with a Christmas offer mix driving a fivefold increase in redemptions.
• Precision analytics: A custom API provided Sky with individual-level visibility into views, clicks, and claims, enabling deeper behavioural insight and more informed decision-making.

Results 

Everyday Savings quickly became one of the top-performing propositions within Sky VIP, delivering high-frequency value at national scale.

• ‍65% active engagement across Sky VIP users, making Everyday Savings
• ‍135 million rewards served in twelve months, with volumes tripling between month one and month five.‍
• Nearly £2,000 in accessible value per customer, significantly exceeding the original £500 target.‍
• Avg. 8% Conversion rate on offers, with best-performing offers converting around 25% at scale.

The impact on brand sentiment and retention was material:

• The appeal of Sky VIP increased by 121% amongst Everyday Savings users
• Active users showed a 20% higher intention to stay with Sky over the next 12 months.
• Satisfaction with the programme increased by 50% among Everyday Savings users

By delivering guaranteed, everyday value at minimal cost, Everyday Savings now operates as a revenue-generating retention engine, turning millions of customers into highly engaged brand advocates.