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A4u Programme Of The Week: Sky

A4u Programme Of The Week: Sky

Name: Sky

Affiliate Manager: Nicola White

Contact Details:

As an affiliate programme that has been running for many years now, what are today's best seller's that affiliates should be promoting?

Sky has always looked to evolve its proposition over time to meet the ever increasing and changing demands of the consumer. This has been evident through the introduction of HD, 1GB boxes, 3DTV etc.

There has also been a recent trend of customers purchasing bundled packages and realizing the value in taking out more products from providers. We have recently just re-launched our offers but the ‘Starter Pack’ offering TV, Sky+, Sky Broadband & Talk all for £20 p/m + line rental is excellent value for money and gives customers a taste of the channels on offer in the entertainment pack. There are also some fantastic bundles on offer designed exclusively for Sports fanatics or Movie lovers - Another popular product is Sky+HD and all Sky boxes are now HD ready so to view all Sky’s amazing HD content customers just need to take out the box and the HD pack which has access to up to 50 HD channels.

All of the Sky packages offer customers a £25 M&S; voucher as standard so that offer converts really well online. However from tomorrow there’s a limited offer of a £50 M&S; voucher for all new customers, which expires on 22nd September.

In the pipeline is a really handy widget on the Sky site called ‘Help me choose’ which will allow customers to interact with the site and get tips and suggestions on which bundle would suit them, depending on their user habits and needs. The drag and drop functionality is sleek and user friendly and should convert really well.

Sky recently changed it's TV packs, can you let us know whether this has aided conversions, and how should affiliates promote this change?

With the launch of the new Sky site on 1st September came a refresh of the packages and prices, with a view to making the purchasing decision and journey a lot clearer. The TV packs were reduced from 6 down to 2 and were renamed ‘Entertainment’ and ‘Entertainment Extra’, with both sports and movies available as an additional add-on. This has brought about a really positive impact on conversions and an overall improvement to the customer journey and offering.

Affiliates should try to make the most of the array of channels available and also the popular shows which can be enjoyed in the entertainment pack.

Sky's multi-channel approach has always been well documented and includes a variety of channels, how do you manage this approach through the network?

Ensuring that all our channels are aligned is really important to us as a business, not only to drive orders but also to be more efficient and smarter in our planning. We are very open cross-channel and share plans and insights weekly so that all areas are informed and we can be strategic with budgets/offers/optimization.

The affiliate channel is a really valued brand of our business and complements the other channels perfectly. We welcome input from all departments within Sky and the agencies/networks we work with to ensure our approach is unified and effective.

Does seasonality play a part in Sky's conversion rate? When are the best times to promote?

As with most programmes, seasonality plays quite a key part in traffic and conversion rate over the year. The start of the football season each year provides one of the biggest uplifts in traffic and conversions as the excitement amongst the majority of the male population takes over!

We are approaching one of the key seasons for Sky as a business, when demand for TV packages and movies etc reaches a climax in the run-up to Christmas. Broadband too has peaks and troughs over the year and the affiliate channel is really key in driving significant volumes for the business, especially during seasonal months such as September when the student boom really kicks in. More so than seasonality, the strength of the Sky offers can really affect the conversion rate.

Finally, anything else our readers should know?

It’s been an exciting few months over at Affiliate Window and there has been some recent additions and changes so we wanted to introduce you to the new look Sky team:

Nicola White – Account Director –

Richard Greenwell – Team Leader –

Rachel Higgins – Account Manager – Responsible for Standalone Broadband and Upgrades –

Kim Anh Pham – Account Executive – Responsible for Sky Go, Sky ROI, Sky Home and Sky Protect (coming soon!) –

You can reach them all at their internal email –

Signup to the Sky Affiliate Programme today.

Want to be featured as A4u's Programme of the Week? Contact Chris Johnson for info.

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Chris Johnson

Chris Johnson

Content Director for PerformanceIN. Based in Bristol & London.

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