Sky launches new strategy for the independent channel

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Sky has unveiled its new strategy for the independent channel which aims to create a 300-strong independent dealer network in the UK. It will focus on delivering a first-rate specialist service to Sky customers. Sky is looking for retailers to join the Sky team and become their recommended Sky approved retailers for their local region. Successful applicants will have a reputation as the best audio visual specialist in their region, delivering a complete sale and specialist install service to their customers.

“We are looking for retailers with great reputations: people who have a good store presence and who are going to invest in training. We recognise that our products are becoming more complicated and to be able to sell them we either train our own staff or work with retailers who are prepared to train their employees to sell higher specified products, including 3DTV and broadband – and we are going to reward them for this. We expect them to be able to do difficult installations, which include dealing with planning restrictions etc,” said Pascal Wharton, director of Sky Homes, to IER.

“This will be a complete change from the way we operated in the past: we will get rid of all old ‘Sky buddies’ and transfer the business to specialists, ie the 300-strong network. Also we will no longer work with multiple retailers. We are also going to make a considerable investment in training.”

To its ‘local experts’ Sky will offer exclusive promotions to increase footfall in their stores and help them convert sales, a specialist sales team, together with branding and PoS materials to strengthen the Sky presence in their stores. 

Retailers wishing to acquire the Sky-approved status can apply in their own right. The eligibility criteria are explained in an application pack which can be obtained from BSkyB, by emailing

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