Supertelly Starter Pack – A new Sky PropositionComing to RC 11 3rd Feb 2010

Sky Barriers in Digital

We identified these as:

1. Time it take to process a sale

• RSG too time consuming vs. selling a product in store.

2. Lack of presence

• No product in store for customer to take away

3. Visibility of Margin

• No vision of margin made from Sky and no monies through the till

4. Complex proposition

• Hardest product to sell in store with so many combinations of packages

5. Different pricing for new & existing customers

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Offer:

• Free Sky+ HD box

• £30 installation at POS for new & existing - payable to Digital in store

• £30 Cash back when a customer buys with an HD TV & taking the HD Pack

Supertelly Starter PackA new proposition that meets these needs

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1. Sky Features & Benefits sold to customer as part of 5’s• Supertelly messages conveyed including vibrant colour, Dolby 5.1, 37 HD channels and breadth of

content in comparison to competitors.

• Sky+HD as a 500G PVR and source for HD content with Sky+ functionality

• Packages start at £28 per month with the HD pack with access to a minimum of 21 HD channels

• 12 month contract applies to all sales.

• Opportunity for Free BB & Talk subject to availability & geographical location

2. Customer pays £30 in store for Supertelly Pack – New & Existing• Pack includes URN to redeem Free Sky+HD box & standard install, information booklet on packages &

£30 cash back offer once installed

• Existing customers do not have to take multiroom to get the offer.

3. Customer calls Sky once home to choose package, activate subscription and book installation

• Existing customers will bypass the registration process getting an install date immediately (Exclusive to trial)

4. DSG commission topped up via URN once customer booked through Sky.

5. Scan the product and enter SKU:

• SKU = 035753

• £40 Margin for every sale associated with this SKU

Steps to the Sale

FSDU & Shelf Unit

POS should be stocked at all times and placed around the big ticket TV’s.

Supporting POS

Use to support the promotion where you don’t have FSDU’s and Shelf units.

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Look & Feel in Digital

Sales Tools

Smaller version of the Customer Guide. Effortlessly walks the colleague and the customer through selling Sky step-by-step.

The Sky bible, It has all the information needed to talk customers through the products and services available with Sky. It illustrates the great features and programming available in order to make your TV a Supertelly

Designed for the customer to take home. Features a break down of all products and services provided by Sky. Outlines the packages and pricing you’ve discussed and includes your store details.

Don’t forget to use your sales tools to convey the Supertelly messages to customers in store.

The great new pocket guide

Other Trial Information

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Key information

• 7 Week Trial commencing 3rd of Feb running through to 21st of March

• RC 41, RC20 RC11 – Exclusive to DSG in these regions

• POS will be merchandised with boxes & packs from the 1st of Feb

• FSDU’s & Tray’s will be pre-packaged with SuperTelly packs when delivered into store.

• 10 Tent cards per store as support material for the offer + 10 TV ears

• For this trial the customer has to commit to the Sky+HD subscription. They need to

take the HD Pack (£10 p/m), which is included in the £28 p/m cost, to receive a free

HD box.

• RSG will not be accessible during the trial.

• If you run out of packs or require more POS you can your local Sky contact who will

order you more.

Returns ProcessTwo types of returns

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Scenario 1 -Pack returned but URN sealed– If the URN has not been removed then the customer can not have booked with Sky so you

can issue them a £30 refund straight away.

Likely to occur if colleague hasn’t correctly sold the product

Scenario 2 -Pack returned but URN broken– If the URN has been scratched and a customer trying to return to store you’ll need to bring

up the customers name and address details and call Sky on 08442 410 512

– By giving Sky this information they will be able to confirm that an account has not been set-up or upgrade to Sky+HD not made

– Once Sky confirms no account set up you can issue the refund.

This scenario likely to occur if sales colleague has not explained proposition correctly or has not outlined a 12 month contract involved. It could also occur for new customers if Install can not be completed by Sky

Key Contacts for training & replenishment

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Joshua Stent – National Account Manager - 07824824812

Jaime Cayzer – Territory Executive - 07515014965

Bolton, St Helens, Burnley, Bury, Ormskirk, Preston, Blackpool, Kendal,

Manchester (Arndale), Southport

Mark Owen– Territory Executive – 07912578460

Hanley, Chester, Birkenhead, Buxton, Congleton, Cheshire Oaks,

Liverpool, Manchester-Trafford, Whitehaven

Redemption of Cashback Offer

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1. Purchase an HD Ready TV and join Sky+HD with the HD pack from Digital

2. Once customer viewing has been activated we will send them a letter explaining

how to redeem their cashback cheque.

3. Customer will need to visit our Cashback website at www.sky.com/cashback

4. Online redemption form will requested and filled out

5. Upon receiving the claim form Sky will send the customer a cheque within 30

days

Customer steps