Sky steers clear of ‘bribery tactics’ as it targets 4.5 million loyalty members

Sky says it is on track to have 4.5 million VIP customers within the next year, around a third of its UK customer base.
1.8 million people have already signed up to Sky’s 10-month-old loyalty programme – which rewards tenure rather than spend – which launched last summer following complaints from existing customers that newer ones were getting better deals.
It was also an attempt to reduce churn amid growing competition from the likes of BT and Netflix, as well as to