SOUTH KOREA. The Shilla Duty Free is launching a promotional drive to coincide with two vital travel occasions, Golden Week in Japan and China’s Labour Day. The campaigns will feature discounts and gift cards aimed at encouraging spend among Japanese and Chinese travellers. [Note: The May edition of The Moodie Davitt Report Magazine will feature an in-depth interview with The Shilla Duty Free President of Travel Retail Division Ingyu Han.]
Golden Week this year is longer than usual and falls between 27 April and 6 May. It takes in Showa Day (29 April), Prince Naruhito’s Accession to the Chrysanthemum Throne (1 May), Constitution Memorial Day (3 May), Greenery Day (4 May) and Children’s Day (5 May). China’s Labour Day holidays (1-4 May) are also a day longer than last year.
Shilla noted that over 30% of revenue from Japanese shoppers in April and May occurs during the Golden Week period, prompting it to enhance its marketing.
Korean duty free: A special report Look out early next month for Martin Moodie’s comprehensive on location round-up from the world’s biggest duty free market. It includes interviews with: • The Shilla Duty Free President of Travel Retail Division Ingyu Han |
The Shilla Duty Free will issue Gold membership cards that offer up to 15% in discounts to customers once they present proof of their Japanese citizenship.
During the same period, Shilla’s flagship Seoul store will offer KRW100,000 gift cards that can be used upon US$10 minimum spend by Japanese customers. At Incheon Airport and Jeju stores gift cards worth KRW20,000 can be used upon spending of at least US$10.
The Seoul store will hold various events that allow both Japanese and Chinese customers to participate.
Until 7 May, customers who buy more than US$200 in one day have the chance to win a cosmetics gift set at a photo booth stationed at the Seoul store. They must post their photo on social media and show it to the customer service desk.
Until 12 May, a ‘Lucky Ball’ draw will give away gifts such as bags, health foods and pre-paid gift cards. Customers who spend more than US$500 on purchases will have one chance each to participate. There are two chances for those who spend over US$1,000.
Until 20 May, customers who spend a minimum of US$100 will receive TVXQ pouches and customers who spend a minimum of US$200 will receive TVXQ Eco-Bags. A Hello Kitty travel set will be presented to shoppers who spend over US$300.
In addition, the Shilla Jeju Airport store will give away coupons that offer golden eggs, coin purses, facial mask packs and pre-paid gift cards as prizes to customers who spend a minimum of US$100.
The Shilla Online Duty Free (in Japanese) is also hosting various events during Golden Week.
Until 6 May, the online store is holding a Golden Week ‘Mission Event’ that provides The Shilla Duty Free Gold Membership to new customers, gives away US$50 when customers agree to Shilla’s marketing terms and conditions, and awards brand-name wallets to two customers who spend more than US$200.
The Shilla Duty Free also plans to promote Korean boutique brands such as CLIO, Centellian24, CNP, Mediheal and COSRX (all popular with Japanese customers) on the main page of its online store during Golden Week.
A spokesperson for The Shilla Duty Free said: “We are anticipating a larger number of Japanese customers during this extended Golden Week as well as Chinese customers during Labour Day. We are putting together unique marketing plans by nationality and stocking up inventories accordingly.”
