January 16 2020  |  Retailers

The Shilla Duty Free expands mobile review service Shilla Tipping to target foreign customers

By Elena Owyong


The new global Shilla Tipping app will be introduced in Chinese, followed by Japanese and English

The Shilla Duty Free is expanding its mobile review service “Shilla Tipping” globally to target foreign customers, rebranding the service as “Global Shilla Tipping.” Global Shilla Tipping will also be expanding its multi-language services progressively, beginning with Chinese, Japanese and English respectively. This move comes as the retailer is aggressively promoting K-beauty brands and trends to foreign customers planning to visit South Korean duty-free shops.

Introduced in September 2019, the Shilla Tipping is a marketing channel that enables brands to connect with the key customers of duty-free shops, such as millennials and women. It primarily targets millennials who rely on user-generated reviews as part of their decision-making process for online purchases.

Currently, 80,000 people use Shilla’s Tipping service every day on average, with a daily maximum of about 120,000. So far, there are more than 150,000 customer reviews on about 40,000 products on the platform. Of those reviews, more than 40,000 reviews have led to other customers’ purchases, with more than 30 members generating over 100 million KRW (USD$86,442) in sales.

Global Shilla Tipping's new Chinese-language service automatically translates over 150,000 reviews already stored in Shilla Tipping's existing system, including new reviews posted in real time by users, and then provides them to Chinese consumers. This enables Chinese consumers to learn about the latest South Korean beauty trends more quickly through product reviews written by South Korean consumers.

Any member of The Shilla Online Duty Free can leave reviews using photos and videos, and when sales are generated through a review written by a member, the member is given a cashable reward that can be of an amount up to 3% of the sales.

The Shilla Duty Free plans to hold “Brand Week” for Global Shilla Tipping as well, in a bid to consistently introduce lesser known Korean and other global brands to its foreign customers. Shilla Tipping has held brand weeks featuring not only with renowned global brands, such as the Estée Lauder Companies, L'Oréal Group and LG Household & Health Care, but also with medium-sized Korean brands, such as Milk Touch, CNP and I’m from. All the brands that participated in Brand Week saw at least a two-digit increase in sales on average during the event period.

A Shilla Duty Free spokesperson said: “Foreign customers who use The Shilla Duty Free mobile app are either scheduled to visit South Korea or highly interested in South Korean cosmetics. We will strive to promote K-beauty across the world through Global Shilla Tipping.”

Brand News

January 17 2020

Tito’s Handmade Vodka is now available…

​Travelers on Air Astana, the national flag carrier of the Republic of Kazakhstan, can now bring a taste of Texas to their…

By Jas Ryat

January 15 2020

Nuwave Channel Partners secures…

​Nuwave Channel Partners, suppliers of stylish and innovative technology, gadgets and accessories to the travel retail market…

By Hibah Noor

January 15 2020

TOUS celebrates Valentine’s Day…

​TOUS, the Spanish jewelry & accessories brand and leader in the affordable luxury sector, has introduced new pieces to its…

By Jas Ryat

January 14 2020

The Dalmore celebrates Chinese…

​Enhancing its position as the gift to give this holiday season, The Dalmore celebrates Chinese New Year with a limited edition…

By Jas Ryat

January 14 2020

PRGTR conducts research to understand…

​The holiday season is traditionally the time of year when thousands of travelers around the…

By Jas Ryat

January 14 2020

Edrington x Dubai Duty Free launch…

​Edrington Global Travel Retail (GTR) and Dubai Duty Free have partnered to deliver a month-long global exclusive launch…

By Laura Shirk

January 10 2020

Timex watches now available in…

​Duty Free Dynamics, master franchisor of the travel retail segment in the Americas, is proud to announce the launching of…

By Jas Ryat

January 10 2020

Loch Lomond Group unveils expansion…

​Independent distiller, Loch Lomond Group, has revealed the expansion of its global travel retail team with the creation…

By Jas Ryat

January 10 2020

Rodenstock launches its Spring/Summer…

​Inspired by the past, made for the future, Rodenstock’s SS 2020 collection focuses on the theme of timeless design and presents…

By Laura Shirk

Copyright 2020 DutyFree Magazine. All rights reserved. Privacy Policy Sitemap